Thisis done by providing consumers with an easy decision heuristic for purchaseincidence or purchase quantity1,and by sending them the signals of product price and quality2. ? Value expressionThereason for customers to respond to a promotion may be because it provides themthe opportunities to express their moral values behaving according to theirprinciples and values, e.g., becoming a dutiful buyer3.This kind of customer benefit comprises of the moral satisfaction gained fromfulfilling an obligation. Some customers react to promotions to enhance theirprestige as clever buyers or market maven, and gain social rewards or groupaffiliation4.
According to Holbrook,this aspect of benefit can be connected to utilitarian politics andself-respect values as it depicts how customers react to sales promotions togain status and control over others5. ? Exploration (Stimulation and variety) Dueto the nature of sales promotions such as constant changes or attentiondrawing, they can help customers accomplish their intrinsic needs ofinvestigation, diversity, and information. In the shopping setting, activitiessuch as diversity searching, discovery behavior allow customers to earnexploration benefit6. ? Entertainment Intrinsic values such as amusement, esthetic values are earned throughwatching or taking part in many sales promotions, such as contests, free giftsand sweepstakes. This type of benefits consists of both active participationand reactive esthetic values7.
And this distinctive benefit derived from general satisfaction is applied toappraise the bargain-inclination of customers, which is a component of theemotional reaction to a promotion instead of it of the antecedents8.