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.



Citation:

Yanping Tu and Christopher Hsee (2015) ,"Are All Teasers Created Equal? the Effectiveness of Sampling Experiences on Desire For the Target Product", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 269-270.

Authors

Yanping Tu, University of Chicago, USA
Christopher Hsee, University of Chicago, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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