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Why Promotions Work Better for Luxury and Hedonic Purchases

Idea posted: March 2018
  • Marketing

New research reveals that promotions are more effective with luxury and hedonic products (think Godiva chocolates or that vacation by the sea) than for more utilitarian products. The reason: they help reduce consumer guilt about the purchase. 

Idea #693
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Ximending District, 2013, Taipei, Taiwan

Consumers/Brand Relationships and Fair Treatment

Idea posted: April 2013
  • Marketing

Different brands have different relationships with their customers, just as social relationships differ among people (casual friendships, committed relationships, etc.) Some relationships are strictly transactional; in the case of brands, customers expect value for money, and little else. Other relationships are more of a partnership; customers expect the brand to ‘care,’ just as caring is a component of certain social relationships. New research from the Rotman School of Management and Duke University’s Fuqua School of Business advances the concept that brand relationships mirror social

Idea #129
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