Review paper
The effects of promotions on hedonic versus utilitarian purchases
Abstract
Because it is harder to justify hedonic purchases than utilitarian purchases, it is proposed that promotions will have a stronger positive effect on the purchase likelihood of hedonic than utilitarian products. This and related propositions are tested in multiple studies using a variety of product categories and promotions. The results demonstrate that promotions are more effective in driving purchase decisions when: (a) the product is hedonic...
Paper Details
Title
The effects of promotions on hedonic versus utilitarian purchases
Published Date
May 31, 2016
Volume
27
Issue
1
Pages
59 - 68
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