The Role of Product-Premium Fit in Determining the Effectiveness of Hedonic and Utilitarian Premiums

This research explores how the effectiveness of hedonic and utilitarian premiums is contingent with the degree of product‐premium fit. It is proposed that the effectiveness of utilitarian/hedonic premiums is higher at a high/low degree of fit between the premium and the focal product. Specifically, a series of three experimental studies were conducted. Consistent with expectations, Study 1 found that at high product‐premium fit utilitarian...