Short answer
Focus marketing messages for exclusive offers on the practical advantages and utility they provide, rather than solely on the feeling of exclusivity or enjoyment.
- Field
- Innovation & Markets
- Source
- Research portal (Tilburg University) (2020)
- Method
- Experimental survey
- Sample
- 208 participants (113 from the Netherlands, 95 from Vietnam)
- Evidence
- Moderate effect
Communicating the utilitarian benefits of an exclusive offer, rather than its hedonic aspects, is more effective in driving consumer booking intentions. This innovation & markets research insight is drawn from a 2020 study published in Research portal (Tilburg University). Using Experimental survey with 208 participants (113 from the Netherlands, 95 from Vietnam), researchers explored how this design variable affects real-world outcomes. The key design takeaway: Focus marketing messages for exclusive offers on the practical advantages and utility they provide, rather than solely on the feeling of exclusivity or enjoyment.
Deal exclusivity boosts booking intention via utilitarian value, not hedonic appeal.
Communicating the utilitarian benefits of an exclusive offer, rather than its hedonic aspects, is more effective in driving consumer booking intentions.
Research portal (Tilburg University) · 2020
Key Findings
- 01Deal exclusivity did not directly influence booking intention.
- 02Deal exclusivity indirectly influenced booking intention through deal evaluation.
- 03The utilitarian evaluation of an offer mediated the relationship between perceived exclusivity and booking intention.
- 04Exclusive offers were evaluated as more useful than inclusive offers, leading to higher booking intentions.
- 05Hedonic evaluation did not mediate the effect of deal exclusivity on booking intention.
Application
Design takeaway
Focus marketing messages for exclusive offers on the practical advantages and utility they provide, rather than solely on the feeling of exclusivity or enjoyment.
How to apply
When designing an exclusive offer for a product or service, craft marketing copy that clearly outlines the specific practical benefits, cost savings, or enhanced functionality that members receive, rather than focusing on the 'special' feeling.
Project actions
- 01When designing an e-commerce promotion, consider testing different messaging that emphasizes either utilitarian or hedonic benefits of an exclusive offer.
- 02If your design project involves international markets, research cultural differences in consumer behavior and preferences.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Cross-cultural comparison adds depth to the findings.
- +Experimental design allows for causal inference regarding the mediation effect.
Limitations
The experiment was conducted in a controlled setting, and real-world consumer behavior might be influenced by more factors. The specific product (accommodation) might have unique characteristics.
Reliability & validity
The use of an experimental survey with a defined procedure enhances reliability. The inclusion of multiple measures (deal evaluation, booking intention) and a cross-cultural sample contributes to validity.
Think critically
If hedonic aspects don't drive booking intention for exclusive deals, what types of products or services might be exceptions, and why?
Design Principles
"Highlight utilitarian value in exclusive offers to drive consumer intent."
Understanding how consumers perceive and respond to deal exclusivity is crucial for designing effective marketing strategies in e-commerce. This insight helps businesses tailor their messaging to highlight the functional advantages of exclusive offers, thereby increasing their conversion rates.
What This Means for Your Design
When you make a deal exclusive, people are more likely to book if they think it's more useful, not just because it's special. How useful it is matters more than how fun it seems. Also, some people from different countries might be more likely to book than others, no matter the deal.
How to use in your project
- 1.Reference this study when discussing the effectiveness of marketing strategies for exclusive deals in your design project's context, particularly if your project involves e-commerce or user engagement.
Add to My Project
Quick Cite
Paragraph starter
Research by Broeder and Chi (2020) indicates that the effectiveness of deal exclusivity in e-commerce is primarily driven by the perceived utilitarian value of the offer, rather than its hedonic appeal. Their study found that consumers were more likely to book a service when an exclusive deal was perceived as more useful, suggesting that marketing communications should focus on practical benefits to enhance booking intentions.
Source
Research portal (Tilburg University)
Deal exclusivity in cross-cultural e-commerce
journal · 2020
View sourceQuestions About This Research
- What does the research say about deal exclusivity boosts booking intention via utilitarian value, not hedonic appeal?
- Focus marketing messages for exclusive offers on the practical advantages and utility they provide, rather than solely on the feeling of exclusivity or enjoyment. Evidence: Research portal (Tilburg University) (2020).
- Why does "Deal exclusivity boosts booking intention via utilitarian value, not hedonic appeal." matter for design?
- Understanding how consumers perceive and respond to deal exclusivity is crucial for designing effective marketing strategies in e-commerce. This insight helps businesses tailor their messaging to highlight the functional advantages of exclusive offers, thereby increasing their conversion rates.
- How can designers apply this research?
- Focus marketing messages for exclusive offers on the practical advantages and utility they provide, rather than solely on the feeling of exclusivity or enjoyment.
- What were the main findings?
- Deal exclusivity did not directly influence booking intention.. Deal exclusivity indirectly influenced booking intention through deal evaluation.. The utilitarian evaluation of an offer mediated the relationship between perceived exclusivity and booking intention.. Exclusive offers were evaluated as more useful than inclusive offers, leading to higher booking intentions.
- What research method was used?
- Experimental survey with 208 participants (113 from the Netherlands, 95 from Vietnam).
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2020 journal from Research portal (Tilburg University).
- What should I do differently in my next project?
- When designing an exclusive offer for a product or service, craft marketing copy that clearly outlines the specific practical benefits, cost savings, or enhanced functionality that members receive, rather than focusing on the 'special' feeling.
- What are the limitations?
- The study focused on accommodation booking, and findings may not generalize to all e-commerce sectors. The cultural comparison was limited to the Netherlands and Vietnam.