Are All Teasers Created Equal? the Effectiveness of Sampling Experiences on Desire For the Target Product.
Marketers commonly provide consumers with free samples to induce them to purchase the target products. We find the effectiveness of this practice depends on two critical factors: whether the samples are placed outside or inside the target products and whether consumers have a prior expectation to consume the target products.
Yanping Tu and Christopher K. Hsee (2014) ,"Are All Teasers Created Equal? the Effectiveness of Sampling Experiences on Desire For the Target Product.", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 712-713.
Yanping Tu, University of Chicago, USA
Christopher K. Hsee, University of Chicago, USA
NA - Advances in Consumer Research Volume 42 | 2014
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