The Perfect Fit: The Moderating Role of Selling Cues on Hedonic and Utilitarian Product Types

By Gopal Das, Amaradri Mukherjee, Ronn J. Smith. Journal of Retailing, 2018

104 citations recorded by the source corpus.

With the need among retailers to create effective promotional campaigns, scarcity, and popularity cues are increasingly used. Drawing from regulatory focus and popularity versus scarcity cues literature, this research explores the impact of popularity versus scarcity cues and product types on consumer perceptions of risk, product uniqueness, and purchase intentions. Results from three studies provide primary insights: (1) A utilitarian product aligns with prevention goals and hence the popularity cue will enhance consumers’ purchase intentions, and (2) a hedonic product aligns with promotion goals and hence the scarcity cue will enhance consumers’ purchase intentions. Further, we theorize that perceived risk and perceived product uniqueness will act as psychological mechanisms. We discuss theoretical contributions and strategic insights for retailers and marketers that the findings indicate.

View Paper: https://www.semanticscholar.org/paper/8a6f6ff809a2f42f3ce7cb7503db5085541f6541

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Citations in the corpus

• Impact of sales Promotion's benefits on perceived value: Does product category moderate the results? (2020, background): “Previous studies have explored the various dimensions (Table No-01) related to sales promotion and their effectiveness in context of hedonic and utilitarian product type (Das et al., 2018; Eisenbeiss et al., 2015; Kivetz and Zheng, 2017; Liao et al., 2009; Luong and Slegh, 2014).”