is done by providing consumers with an easy decision heuristic for purchase
incidence or purchase quantity1,
and by sending them the signals of product price and quality2.
reason for customers to respond to a promotion may be because it provides them
the opportunities to express their moral values behaving according to their
principles and values, e.g., becoming a dutiful buyer3.
This kind of customer benefit comprises of the moral satisfaction gained from
fulfilling an obligation. Some customers react to promotions to enhance their
prestige as clever buyers or market maven, and gain social rewards or group
affiliation4. According to Holbrook,
this aspect of benefit can be connected to utilitarian politics and
self-respect values as it depicts how customers react to sales promotions to
gain status and control over others5.