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.