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A Benefit Congruency Framework of Sales Promotion Effectiveness

Listed author(s):
  • Gilles Laurent

    ()

    (HEC Paris - Recherche - Hors Laboratoire - GROUPE HEC)

  • Pierre Chandon
  • Brian Wansink
Registered author(s):

    Are monetary savings the only explanation for consumer response to a sales promotion? If not, how do the different consumer benefits of a sales promotion influence its effectiveness? To address the first question, this research builds a framework of the multiple consumer benefits of a sales promotion. Through a series of measurement studies, the authors find that monetary and nonmonetary promotions provide consumers with different levels of three hedonic benefits (opportunities for value expression, entertainment, and exploration) and three utilitarian benefits (savings, higher product quality, and improved shopping convenience). To address the second question, the authors develop a benefit congruency framework, which argues that a sales promotion's effectiveness is determined by the utilitarian or hedonic nature of the benefits it delivers and the congruence these benefits have with the promoted product. Among other results, two choice experiments show that, as predicted for high-equity brands, monetary promotions are more effective for utilitarian products than for hedonic products. The authors then discuss the implications of the multibenefit and the benefit congruency frameworks for understanding consumer responses to sales promotions, reexamining the value of everyday-low-price policies, and designing more effective sales promotions.

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    Paper provided by HAL in its series Post-Print with number hal-00458440.

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    Date of creation: Oct 2000
    Publication status: Published in Journal of Marketing, American Marketing Association, 2000, 64 (4), pp.65-81. <10.1509/jmkg.64.4.65.18071>
    Handle: RePEc:hal:journl:hal-00458440
    DOI: 10.1509/jmkg.64.4.65.18071
    Note: View the original document on HAL open archive server: https://hal-hec.archives-ouvertes.fr/hal-00458440
    Contact details of provider: Web page: https://hal.archives-ouvertes.fr/

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