Antecedents of the intention to seek samples
Abstract
Purpose
The purpose of this study is to examine the antecedents of consumers' intention to seek samples, a previously unexplored aspect of consumer behavior.
Design/methodology/approach
Using as a backdrop Ajzen's theories of reasoned action and planned behavior, a survey of 154 respondents tested the proposition that attitude toward sample seeking behavior, and the congruity between a person's self‐concept and their image of the type of person who engages in sample seeking behavior (i.e. self‐concept congruity), are linked to the intention to seek samples.
Findings
Attitudes toward sample seeking and self‐concept congruity, as well as their interaction, were found to positively predict the intention to seek samples.
Originality/value
This research is the first of its kind to identify the predictors of sample seeking. By addressing the traits that predict sample seeking, marketers can stimulate consumers to seek out samples, and this can in turn stimulate product trial and diffusion. The paper also offers directions for future research.
Keywords
Citation
Prendergast, G., Tsang, A.S.L. and Yu Lo, C. (2008), "Antecedents of the intention to seek samples", European Journal of Marketing, Vol. 42 No. 11/12, pp. 1162-1169. https://doi.org/10.1108/03090560810903619
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited