Authors
Kirk L Wakefield, James H Barnes
Publication date
1997/2/28
Journal
Journal of Retailing
Volume
72
Issue
4
Pages
409-427
Publisher
JAI
Description
Research regarding sales promotions has focused on information processing of price
discounts for relatively uninvolving consumer goods. Sales promotions for leisure retail
operators, on the other hand, often emphasize some form of added value to patrons who are
likely to be relatively involved in hedonic consumption. We propose and test a model of
sales promotion for hedonic consumption illustrating that consumer response to sales
promotions in leisure settings is a function of consumers' variety-seeking tendencies, ...
Total citations
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