Effects of Retail Food Sampling on Subsequent Purchases: Implications of Sampling Healthy Versus Unhealthy Foods on Choices of Other Foods
Food sampling at retail stores and restaurants is becoming increasingly prevalent since expenses on sampling often provide better returns than traditional forms of advertising. The results of three field experiments and two lab studies show that sampling a healthy (vs. unhealthy) item leads to greater subsequent purchase of indulgent foods.
Citation:
Dipayan Biswas, Jeffrey Inman, and Johanna Held (2018) ,"Effects of Retail Food Sampling on Subsequent Purchases: Implications of Sampling Healthy Versus Unhealthy Foods on Choices of Other Foods", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 487-488.
Authors
Dipayan Biswas, University of South Florida, USA
Jeffrey Inman, University of Pittsburgh, USA
Johanna Held, University of Bayreuth
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink
Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China
Featured
Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness
Dionysius Ang, Leeds University Business School
Featured
A2. A Window to the Brand's Soul: How Models' Eyes Affect Consumers' Attitudes
Maria Giulia Trupia, IESE Business School
Martina Cossu, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy