Examines the practice and marketing consequences of giving out freefood samples. Reports on a study, taken over a period of three days, ofcustomers who entered a wellestablished, tenyearold chocolate storein a major suburban shopping mall, who received a free sample ofchocolate. Shows that sampling immediately increased the sale ofchocolates. Cautions that this positive effect was restricted to smallpurchases and to the purchase of chocolate varieties other than thevariety sampled. Discusses the implications of the findings formarketing management and for consumer behaviour theory.
Journal of Consumer Marketing – Emerald Publishing
Published: Feb 1, 1991