Promoting leisure services: economic and emotional aspects of consumer response

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 e...

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Bibliographic Details
Published in:The Journal of services marketing 1998-06, Vol.12 (3), p.209-222
Main Authors: Wakefield, Kirk L, Bush, Victoria D
Format: Article
Language:English
Subjects:
College baseball
Consciousness
Consumer behavior
Consumer behaviour
Consumers
Customer services
Discounts
Discretionary income
Entertainment
Entertainment industry
Family income
Leisure
Leisure industries
Marketing
Packaged goods
Patronage
Price cuts
Sales promotion
Sales promotions
Services marketing
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Summary: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.
ISSN:0887-6045
2054-1651
DOI:10.1108/08876049810219520