Sampling Traps: How the Opportunity to Sample Experiential Products Reduces Hedonic Value

Sarah Wei, University of Alberta, Canada
Gerald Häubl , University of Alberta, Canada
Intuitively, sampling multiple experiential products before selecting one of them should be beneficial to consumers. By contrast, we show that the opportunity to sample tends to trap consumers into over-exploration, reducing their motivation to consume any of the alternatives in their entirety, and consequently reducing enjoyment of the consumption experience.
[ to cite ]:
Sarah Wei and Gerald Häubl (2015) ,"Sampling Traps: How the Opportunity to Sample Experiential Products Reduces Hedonic Value", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 287-291.