The put, the benefit congruency rule suggests that

The Benefit Congruency of Sales Promotions

 

That sales promotions provide a wide
range of customer benefits; or when customers find it hard to justify choices
when they perceive that promotion offers no needed value may be the reasons
that the effectiveness of a promotion depends on the congruency between
benefits the product offers and the nature of the product. Therefore, a
profound understanding of the congruency framework between category of promoted
product and type of promotions can be beneficial. When the congruency is
optimized, the benefits of promotions are compatible with promoted products,
this will lead to a higher demand of the product1.

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Following the most common models of
consumer choice, such as attitude formation or economic utility theory,
products are evaluated based on the benefits they offer weighted differently by
their significance to consumers due to various types of products, buying
occasions, and personalities2.

Regarding the low-involvement
products, consumers incline to devalue their benefits to zero, only some
benefits, therefore, the most significant ones, are assessed in the buying
evaluation (as in the lexicographic decision-making rules). For instance, the
field research of Hoyer about laundry detergent purchasers in America indicated
that some benefits, such as product functioning, price, attached emotions, or
social standards, make up for 80% of the self-stated benefits looked for.

Several researches have verified that the importance of benefits sought are
inconstant3.

 

However, Leong’s replicating study
presented an unambiguous proof for Hoyer’s study. The results indicated that
although Singaporean consumers reported the same list of benefits presenting
more than 80% of benefits sought, their weights dramatically vary from those
figures of the American. Remarkably, Leong discovered that the importance
weighs fluctuate more through products classifications than crosswise over
nationalities for a similar classification4.

                                            Subsequently, it is expected that the
utilitarian benefits of a particular decision options are given more weight
when consumers settle on a utilitarian buy choice, and that hedonic benefits
are given more weight when customers settle on a hedonic buy choice. The
different significance of the benefits sought suggests that the performance of
a sales promotion is higher when its benefits are consistent with those looked
for the purchase occasion. Simply put, the benefit congruency rule suggests
that deal promotions are more compelling in impacting brand decision when they
give the benefits that have the biggest weight in the assessment of a buy
option.                              

There is sufficient empirical
reinforcement for such a congruency theory in terms of persuasion5.

Take Edwards’s finding, hedonic benefits on the taste of a beverage is more
inducing than utilitarian information on nutrition when the attitude towards
the beverage depends on the flavor rather than the nutritional value6.

Numerous hypotheses about the state of mind change can represent the impacts of
benefit congruency. Functional hypotheses of states of mind argue that
influence of a promotion is improved when a convincing message stresses the
utilitarian or hedonic function that gives the motivational premise of the
attitude to be adjusted7.