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 …

People want to have fun, and they are more likely to have fun if the situation allows them to
justify it. This research studies how people's need for justifying hedonic consumption drives …

This paper examines how odd-ending pricing influences consumption of hedonic and
utilitarian products. Four studies test the hypothesis that the discount image associated with …

The present research investigates how purchase motives (hedonic vs. utilitarian) influence
the effectiveness of partitioned versus combined pricing. Across four studies, we find that …

This paper explores the effects of utilitarian and hedonic benefits perceptions of discount
sales promotions on consumer purchase decisions (attitude and behavioral intention). A …

This article explores the impact of consumers' regulatory goals on their relative focus on
hedonic (versus utilitarian) benefits of products. Drawing from extant literature, we argue that …

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 …

The present research explores how product type influences the trade‐off between relative
and absolute best choice. We measure consumers' choice preferences and willingness to …

Although price discounts are by far the most common form of sales promotions employed by
firms, the increasing use of premiums as a promotional strategy may imply that they are …

Research regarding sales promotions has focused on information processing of price
discounts for relatively uninvolving consumer goods. Sales promotions for leisure retail …