RETAILING HEDONIC CONSUMPTION - A MODEL OF SALES PROMOTION OF A LEISURE SERVICE

Research regarding sales promotions has focused on information process ing of price discounts for relatively uninvolving consumer goods. Sale s promotions for leisure retail operators, on the other hand, often em phasize some form of added value to patrons who are likely to be relat ively involved in hedonic consumption. We propose and rest a model of sales promotion for hedonic consumption illustrating that consumer res ponse to sales promotions in leisure settings is a function of consume rs' variety-seeking tendencies, loyalty to the service provider, and p erceptions of the value of the service provision.