Retailing hedonic consumption: A model of sales promotion of a leisure service

Abstract

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, loyalty to the service provider, and perceptions of the value of the service provision.