As a result, consumers are China Phone Number List much more influenced by the emotional aspects of a product. As a result, they are more likely to buy discounted products that are fun and enjoyable (hedonic products) than products that are functional and practical (utilitarian products). I will further clarify this with reference to one of the experiments of China Phone Number List Aydinli and her colleagues. Discounts: Snickers and muesli bar Half of the participants were shown a Snickers and a muesli bar for the normal price (€1,-). The other half were shown the same products, but at a discounted price (€0.50). Of these two products, Snickers is a fun, enjoyable (hedonic) product. The granola bar is a China Phone Number List healthier, functional (utilitarian) choice.
The researchers found that Snickers was much China Phone Number List more likely to be purchased than the granola bar when both products were discounted, compared with both products at their regular price. The stock that opted for a Snickers rose from 44.73% at the China Phone Number List normal price to 54.05% at the discount. The amount of the discount also turned out to be important. The greater the discount, the greater the preference for the hedonic choice. This result suggests that a discount makes consumers more likely to choose a hedonic product than a China Phone Number List utilitarian product.
To test this hypothesis, the researcher's China Phone Number List conducted two follow-up studies. More evidence for this effect of discount In the first follow-up study, Aydinli and her colleagues collected data from 'the real world.' They analyzed the click-through rate on a website with daily deals. On this website, products from various sellers are offered at a China Phone Number List discounted rate. The researchers found that consumers clicked on offers faster as the discount increased. In addition, a discount was found to increase purchase intent, even more, when it came to China Phone Number List hedonic products. In a second follow-up experiment, participants were given the choice of two hotel rooms for a stay in Bali, either for the original price or with a 30% discount.