Product details

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Published by: Allied Business Academies
Published in: "Academy of Marketing Studies Journal", 2011
Length: 10 pages

Abstract

Product sampling is often used by marketers to induce product trial, with the hopes this will lead to purchase and product adoption. Sampling of tangible products, though, is an expensive and time-consuming endeavor. Scratch-and-Sniff ads were first used in the 1990s as a surrogate means of product sampling, followed by Peel-and-Taste ads in 2007. This study utilized a sample of female consumers (the targeted recipients of the ads) to allow them to interact with advertising samples using Peel 'n Taste(R) Marketing System, and measuring various resulting attitudes. Results showed that ratings of flavor pleasantness and the Peel-and-Taste method itself were positive significant predictors of Feelings Toward the Product (FTP), and that FTP and the participant's resulting mood state were positive significant predictors of Likelihood To Purchase (LTP) the product. But an analysis of those who actually tried the Peel-and-Taste samples versus those who opted to not sample them revealed significant differences in both FTP and LTP, as well as evaluative measures of the product, brand and advertising method. It was concluded that, just as with tangible product sampling, if consumers did not use the flavor strip, then product sales are less likely to occur.

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Abstract

Product sampling is often used by marketers to induce product trial, with the hopes this will lead to purchase and product adoption. Sampling of tangible products, though, is an expensive and time-consuming endeavor. Scratch-and-Sniff ads were first used in the 1990s as a surrogate means of product sampling, followed by Peel-and-Taste ads in 2007. This study utilized a sample of female consumers (the targeted recipients of the ads) to allow them to interact with advertising samples using Peel 'n Taste(R) Marketing System, and measuring various resulting attitudes. Results showed that ratings of flavor pleasantness and the Peel-and-Taste method itself were positive significant predictors of Feelings Toward the Product (FTP), and that FTP and the participant's resulting mood state were positive significant predictors of Likelihood To Purchase (LTP) the product. But an analysis of those who actually tried the Peel-and-Taste samples versus those who opted to not sample them revealed significant differences in both FTP and LTP, as well as evaluative measures of the product, brand and advertising method. It was concluded that, just as with tangible product sampling, if consumers did not use the flavor strip, then product sales are less likely to occur.

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