Promoting leisure services: economic and emotional aspects of consumer response
Abstract
Previous sales promotion research has focused primarily upon groceries and packaged goods. This research examines what motivates consumers to respond to sales promotions for leisure services. Leisure services may offer price deals, but also frequently offer non‐price sales promotions which may add entertainment value for some consumers. We find that consumers who are likely to respond to leisure service price deals are motivated by primarily economic reasons. Emotional motives, on the other hand, are found to drive consumer responses to organization‐related non‐price deals.
Keywords
Citation
Wakefield, K.L. and Bush, V.D. (1998), "Promoting leisure services: economic and emotional aspects of consumer response", Journal of Services Marketing, Vol. 12 No. 3, pp. 209-222. https://doi.org/10.1108/08876049810219520
Publisher
:MCB UP Ltd
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