is done by providing consumers with an easy decision heuristic for purchase
incidence or purchase quantity1,
and by sending them the signals of product price and quality2.
reason for customers to respond to a promotion may be because it provides them
the opportunities to express their moral values behaving according to their
principles and values, e.g., becoming a dutiful buyer3.
This kind of customer benefit comprises of the moral satisfaction gained from
fulfilling an obligation. Some customers react to promotions to enhance their
prestige as clever buyers or market maven, and gain social rewards or group
affiliation4. According to Holbrook,
this aspect of benefit can be connected to utilitarian politics and
self-respect values as it depicts how customers react to sales promotions to
gain status and control over others5.
Exploration (Stimulation and variety)
to the nature of sales promotions such as constant changes or attention
drawing, they can help customers accomplish their intrinsic needs of
investigation, diversity, and information. In the shopping setting, activities
such as diversity searching, discovery behavior allow customers to earn
Intrinsic values such as amusement, esthetic values are earned through
watching or taking part in many sales promotions, such as contests, free gifts
and sweepstakes. This type of benefits consists of both active participation
and reactive esthetic values7.
And this distinctive benefit derived from general satisfaction is applied to
appraise the bargain-inclination of customers, which is a component of the
emotional reaction to a promotion instead of it of the antecedents8.