LAURENT, Gilles; CHANDON, Pierre; WANSINK, Brian - HEC Paris (École des Hautes Études Commerciales) - 2000
and non-monetary promotions provide consumers with different levels of three hedonic benefits (opportunities for value …, monetary promotions are more effective for utilitarian products than for hedonic products. We then discuss the implications the … multi-benefit and the benefit congruency frameworks have for understanding consumer responses to sales promotions, for the …