It's All About Me: Effects on Product Samples For Self Vs. Other

Chelsea Johnson, Fleishman-Hillard Inc. and U of Illinois
Brittany Duff, University of Illinois at Urbana-Champaign, USA
A product sample or scent high in incentive value has been shown to lead to generalized reward seeking behavior. This study introduces the idea that this reward seeking behavior may be self-directed, with the effect driven by an increase in seeking rewards for self vs. for others.
[ to cite ]:
Chelsea Johnson and Brittany Duff (2012) ,"It's All About Me: Effects on Product Samples For Self Vs. Other", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1117-1117.