Tantalizing Effects of Sampling: the Influence of Sampling on Motivational States

Steve Nowlis, Arizona State University
Baba Shiv, Stanford University
Monica Wadhwa, Stanford University
People are often encouraged to sample food and beverages by office coworkers, friends, delis, and food retailers. In this research, we show that sampling a drink (e.g., a flavored drink) high in incentive value (i.e., tasting good) can not only increase subsequent consumption of the consumed beverage, but also activate a more general motivational state as a result of which individuals seek anything rewarding (e.g., cookies or even a spa). Moreover, we demonstrate that the effect of sampling on subsequent consumption-related behaviors is moderated by the state of deprivation. Specifically, we find that the general motivational effects occur when participants are relatively less deprived; when participants are deprived, the subsequent consumption-related behaviors tend to become more restricted and less general.
[ to cite ]:
Steve Nowlis, Baba Shiv, and Monica Wadhwa (2007) ,"Tantalizing Effects of Sampling: the Influence of Sampling on Motivational States", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 227-230.