Tóm tắt
Examines the practice and marketing consequences of giving out free
food samples. Reports on a study, taken over a period of three days, of
customers who entered a well‐established, ten‐year‐old chocolate store
in a major suburban shopping mall, who received a free sample of
chocolate. Shows that sampling immediately increased the sale of
chocolates. Cautions that this positive effect was restricted to small
purchases and to the purchase of chocolate varieties other than the
variety sampled. Discusses the implications of the findings for
marketing management and for consumer behaviour theory.
