if consumers are not accountable for their decisions.if consumers can find justifications for the purchase ahead of time and.In addition, the researchers found that even non-quantity promotions, such as the price and non-price promotions described above, do not have the same impact on hedonic purchasing Specifically, the research showed that quantity promotions (for example, buy 10 to get 50% off) were not more effective for hedonic than utilitarian purchases. the utilitarian factor did not seem to apply to all promotions, however. The results of the study showed that the promotion was more effective when the participants were buying the earphones for pleasure than to better learn English. The promotion, when offered, involved credit card reward points awarded through a deal between the online merchant selling the earphones and the credit card company. Others were told they would be buying the earphones to listen to English language tapes to improve their English (a utilitarian consumption goal). Some were told they would be buying the earphones to listen to music and movies (a hedonic consumption goal). Specifically, this study asked a group of Chinese college students to imagine they were buying a pair of earphones. On the other hand, the discount had no impact when the magazine was framed as more utilitarian.Īnother study tested whether the power of promotions on hedonic purchasing extended to non-price promotions it also tested whether this effect would be observed even when the same product was involved, only with a hedonic consumption goal vs. The results of the study were clear: when given the hedonic frame, participants were more likely to purchase the subscription if the discount promotion was available. Some of the participants were offered a 50% discount coupon off the £25 price of the magazine, others were not. college students, had been told to imagine that they would be spending a semester in London.) The description of the magazine presented to the participants either framed the magazine as a hedonic purchase (by emphasizing its coverage of the hedonic pleasures of London) or as a utilitarian purchase (by emphasizing the ‘useful’ information it contained). Specifically this study tested participants’ desire to purchase a London city guide magazine (the participants, all U.S. One study showed that price promotions are more effective when the same product is framed as more hedonic rather than less hedonic. utilitarian purchases confirmed the core concept of the research: price promotions are more effective for hedonic products than for utilitarian products. “It was such a great deal that it’s smart to buy it now!”).Ī series of studies that included price promotions vs. New research from Columbia University and Tsinghua University in Beijing shows that because of this consumer guilt, promotions are even more effective for hedonic products than utilitarian products: the promotions reduce consumer guilt by giving them some justification for the purchase (e.g. Many consumers find it more difficult to justify buying frivolous, hedonic purchases - in other words, purchases from fine chocolates and DVDs to vacations that are motivated by fun and are often frivolous or luxurious - than to spend money on utilitarian purchases, such as food or gas. The reason: they help reduce consumer guilt about the purchase. New research reveals that promotions are more effective with luxury and hedonic products (think Godiva chocolates or that vacation by the sea) than for more utilitarian products.
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