Sampling of Consumption Experiences

Muyu (Sarah) Wei, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
This research examines how the opportunity to freely sample consumption experiences affects consumer search for, and choice of, experiential alternatives. Converging evidence from both the field and the lab suggests that, compared to merely acquiring descriptive information, sampling undermines commitment to a single preferred alternative and diminishes ultimate consumption enjoyment.
[ to cite ]:
Muyu (Sarah) Wei and Gerald Häubl (2014) ,"Sampling of Consumption Experiences", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 817-817.