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Internet / Social Media Marketing

A Preliminary Examination of Online Sales Promotion in Hedonic versus Utilitarian Product Categories

Richard A. Heiens, University of South Carolina - AikenFollow
Ravi Narayanaswamy, University of South Carolina - AikenFollow
John Engel, University of South Carolina - AikenFollow

Keywords

hedonic, utilitarian, online, sales promotion

Document Type

Proceedings Paper

COinS

A Preliminary Examination of Online Sales Promotion in Hedonic versus Utilitarian Product Categories