Original paper
Hedonic or utilitarian premiums: does it matter?
Abstract
Purpose – This study aims to analyse what type of premium, hedonic or utilitarian, is preferred in a promotional context. Additionally, it seeks to examine the role of affective and cognitive reactions in decision processes where utilitarian and hedonic premiums are involved. Design/methodology/approach – Three experiments were conducted. A single factor within-subjects design was employed, with the nature of the premium (hedonic/utilitarian) as...
Paper Details
Title
Hedonic or utilitarian premiums: does it matter?
Published Date
Jul 26, 2013
Volume
47
Issue
8
Pages
1256 - 1275
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Notes
History