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Commentary The Effect of Free Samples on Immediate Consumer Purchase

Commentary The Effect of Free Samples on Immediate Consumer Purchase Describes a study of consumer behaviour carried out in a chocolatestore involving free samples of chocolate, which found that samplingsignificantly increased the immediate sales of chocolates but that thiseffect was restricted to small amounts and to those varieties ofchocolate other than the variety sampled. Discusses the implications ofthe findings for marketing management and consumer behaviour theory.Concludes that while sampling produces positive effects, these effectsappear to be more complex than they would first seem, therefore furtherconsumer research is needed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Commentary The Effect of Free Samples on Immediate Consumer Purchase

Lammers, H.Bruce
Journal of Product & Brand Management , Volume 1 (4): 7 – Apr 1, 1992
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1061-0421
DOI
10.1108/EUM0000000002974
Publisher site
See Article on Publisher Site

Abstract

Describes a study of consumer behaviour carried out in a chocolatestore involving free samples of chocolate, which found that samplingsignificantly increased the immediate sales of chocolates but that thiseffect was restricted to small amounts and to those varieties ofchocolate other than the variety sampled. Discusses the implications ofthe findings for marketing management and consumer behaviour theory.Concludes that while sampling produces positive effects, these effectsappear to be more complex than they would first seem, therefore furtherconsumer research is needed.

Journal

Journal of Product & Brand Management – Emerald Publishing

Published: Apr 1, 1992

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