The Differential Promotion Effectiveness on Hedonic Versus Utilitarian Products

Yuhuang Zheng, Tsinghua University, China
Ran Kivetz, Columbia University, USA
Consumers find it more difficult to justify hedonic than utilitarian consumptions. Consequently, we propose that promotions have a stronger effect on the purchase likelihood of hedonic than utilitarian products. As expected, the results of a series of studies demonstrate very strong differential impacts of promotions on the purchase likelihood of hedonic vs. utilitarian products. Further, although promotions are particularly effective in stimulating purchases of hedonic products, this effect is eliminated when the hedonic product is intended as a gift for others or when consumers already have justifications. Implications of the findings are discussed.
[ to cite ]:
Yuhuang Zheng and Ran Kivetz (2009) ,"The Differential Promotion Effectiveness on Hedonic Versus Utilitarian Products", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 565-565.