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

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.


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.


Steve Nowlis, Arizona State University
Baba Shiv, Stanford University
Monica Wadhwa, Stanford University


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Doing it the Hard Way: More Effortful Saving Leads to Less Investing

Joshua I Morris, Stanford University, USA
Szu-chi Huang, Stanford University, USA
Christopher Bechler, Stanford University, USA

Read More


The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure

Kamila Sobol, Concordia University, Canada

Read More


Making Sense of Spontaneity: In-The-Moment Decisions Promote More Meaningful Experiences

Jacqueline R. Rifkin, Duke University, USA
Keisha Cutright, Duke University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.