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This research studies the relative influence of perceived benefits and costs on attitude toward store flyers. A qualitative study identifies the perceived benefits (utilitarian, exploration, and entertainment) and costs (environmental and budget) of store flyers. A quantitative study shows the predominance of entertainment-related benefits in explaining attitudes toward store flyers. Based on these results, the article advocates using an experiential perspective to study store flyers and provides retailers with practical recommendations on how to manage them.