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The effects of promotions on hedonic versus utilitarian purchases |
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| Authors: | Ran Kivetz Yuhuang Zheng |
| Affiliation: | 1. Columbia University Business School, New York, NY 10027, USAThe authors contributed equally to the research and are listed in alphabetical order.;2. School of Economics and Management, Tsinghua University, Beijing 100084, ChinaThe authors contributed equally to the research and are listed in alphabetical order. |
| Abstract: | |
| Keywords: | Hedonic and utilitarian purchases Hyperopia Justification Sales promotions Self‐control |