Researchers find that promotions such as price discounts, rebates, coupons, and loyalty rewards are more effective for hedonic purchases than for utilitarian purchases.

Question

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Hedonic purchases, which are made for pleasure and enjoyment, often respond more positively to promotions like discounts and rewards because these incentives enhance the pleasure of the purchase. Utilitarian purchases, made for practical or functional reasons, are less influenced by such promotions as the decision to buy is more driven by necessity than by the added value of a promotion.

Researchers Find That Promotions Such as Price Discounts, Rebates, Coupons