Thisis done by providing consumers with an easy decision heuristic for purchaseincidence or purchase quantity1,and by sending them the signals of product price and quality2. ? Value expressionThereason for customers to respond to a promotion may be because it provides themthe opportunities to express their moral values behaving according to theirprinciples and values, e.g., becoming a dutiful buyer3.This kind of customer benefit comprises of the moral satisfaction gained fromfulfilling an obligation. Some customers react to promotions to enhance theirprestige as clever buyers or market maven, and gain social rewards or groupaffiliation4.
According to Holbrook,this aspect of benefit can be connected to utilitarian politics andself-respect values as it depicts how customers react to sales promotions togain status and control over others5.