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首页> 外文期刊>European journal of marketing >Hedonic or utilitarian premiums: does it matter?
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Hedonic or utilitarian premiums: does it matter?

机译：享乐或功利保费：这有关系吗？

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Purpose - This study aims to analyse what type of premium, hedonic or utilitarian, is preferred in a promotional context. Additionally, it seeks to examine the role of affective and cognitive reactions in decision processes where utilitarian and hedonic premiums are involved. Design/methodology/approach - Three experiments were conducted. A single factor within-subjects design was employed, with the nature of the premium (hedonic/utilitarian) as the treatment factor. Respondents were asked to make their choice between two promotional offers. Affective and cognitive reactions were measured. Regression analyses were conducted to test the hypothesized effects. Findings - The results show that hedonic premiums are preferable to utilitarian ones in a promotional context, other characteristics of the premium (e.g. premium attractiveness) being equal. The findings also identify that a preference for the hedonic/utilitarian premium is more likely to emerge when affective/cognitive reactions are incited, and indicate that the nature of the preferred premium determines the mediating effect of cognitive reactions. Research limitations/implications - The paper only focuses on the hedonic/utilitarian nature of the premium. However, premiums come in very different forms and several characteristics - such as a premium with a relatively low price, the reception delay of the premium, and the perceived fit between the product and the premium - may reverse the relative preference for hedonic premiums. Practical implications - The hedonic vs utilitarian nature of the premium should be considered when planning premium promotion. It appears that the use of more hedonic premiums increases the effectiveness of promotional actions alongside other variables such as premium attractiveness, the promotional benefit level or the product-premium fit. Furthermore, the type of premium offered influences the role of affective and cognitive reactions aroused during shopping. Thus, the nature of the premium may influence the reactions of consumers when participating in promotional actions. Originality/value - The research extends the factors that may explain the effectiveness of premium promotions, since few studies to date have focused on the hedonic or utilitarian nature of premiums.
机译：目的-这项研究旨在分析在促销环境中首选哪种类型的溢价，享乐或功利主义。此外，它还试图检验情感和认知反应在涉及功利和享乐溢价的决策过程中的作用。设计/方法/方法-进行了三个实验。采用单因素受试者内部设计，并以保费性质（享乐主义/功利主义）作为治疗因素。要求受访者在两个促销优惠之间做出选择。测量情感和认知反应。进行回归分析以检验假设的影响。调查结果-结果显示，在促销环境中，享乐价值优于功利主义，其他特征（例如，吸引力）相同。这些发现还表明，当煽动情感/认知反应时，对享乐/功利主义溢价的偏好更有可能出现，并表明首选溢价的性质决定了认知反应的中介作用。研究的局限性/意义-本文仅关注保费的享乐主义/功利主义性质。但是，保费具有非常不同的形式，并且有几个特征-例如价格相对较低的保费，保费的接收延迟以及产品和保费之间的可感知适合度-可能会逆转享乐主义保费的相对偏好。实际意义-计划保费促销时，应考虑保费的享乐性与功利性。看起来，使用享乐主义的溢价会提高促销活动的有效性，以及其他变量，例如溢价吸引力，促销收益水平或产品溢价契合度。此外，提供的保费类型会影响购物过程中引起的情感和认知反应的作用。因此，溢价的性质可能会影响消费者参与促销活动时的反应。原创性/价值-由于迄今为止很少有研究关注保费的享乐性或功利性，因此该研究扩展了可以解释保费促销有效性的因素。

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