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Article
Publication date: 27 September 2011

Carrie Heilman, Kyryl Lakishyk and Sonja Radas

This paper aims to investigate the impact of in‐store sample promotions of food products on consumer trial and purchasing behavior. The authors investigate differences in…

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Abstract

Purpose

This paper aims to investigate the impact of in‐store sample promotions of food products on consumer trial and purchasing behavior. The authors investigate differences in the trial rate for free samples across different products and consumer types, as well as the impact of sampling on product and category purchase incidence. The results of this study are relevant for retailers and manufacturers who invest in in‐store free sample promotions.

Design/methodology/approach

The authors use data from a field study, which leveraged an actual free‐sample program implemented by a US grocery store chain. Data was collected on six different products promoted by in‐store free samples over six different weekends. The data collected included consumers' trial and purchasing behavior with respect to the free sample, as well as their attitudes towards the free sample that day and free sample promotions in general.

Findings

Free sampling is very effective in inducing trial, especially among lower educated consumers. For consumers who are planning to buy the product in the promoted category, free sampling can encourage switching from the planned to the promoted brand. For consumers who do not have such previous plans, free sampling can “draw“ them into the category and encourage category purchase. Samplers' interactions with the person distributing the sample or with other samplers at the scene also seem to boost post‐sample purchase incidence.

Originality/value

Despite the importance of free samples as a promotional tool, few studies have examined consumer trial and purchasing behavior with respect to in‐store free samples. This paper presents one of the first known field studies that examines this topic.

Details

British Food Journal, vol. 113 no. 10
Type: Research Article
ISSN: 0007-070X

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Book part
Publication date: 10 November 2010

S. Sriram and Pradeep K. Chintagunta

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

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Article
Publication date: 5 July 2018

Christopher R. Reutzel, Jamie D. Collins and Carrie A. Belsito

The purpose of this paper is to examine the influence of business leader gender on the pursuit of innovation opportunities. Extant research suggests that leader gender…

Abstract

Purpose

The purpose of this paper is to examine the influence of business leader gender on the pursuit of innovation opportunities. Extant research suggests that leader gender represents an important characteristic that shapes firm behavior in various ways. The authors build upon this research by relating business leader gender, perceptions of environmental munificence and distributive justice to firm investment in innovation.

Design/methodology/approach

This study examines the survey responses of 469 business leaders in India. These individuals were primarily responsible for their firms. Their responses to survey questions were analyzed using ordinary least squares regression.

Findings

The results of this study suggest that female-led firms exhibit less investment in innovation than male-led firms. Results also suggest that female business leaders perceive less environmental munificence as well as distributive justice. Finally, study results suggest that the effect of gender on firm investment in innovation is mediated by perceptions of distributive justice.

Originality/value

This study provides an empirical link between business leader gender and firm investment in innovation. In doing so, it acknowledges and provides insight into the gendered nature of the initiation of innovation processes and leadership. Finally, the finding that business leader perceptions of distributive justice mediate the relationship between business leader gender and investment in innovation extends current understanding of the mechanisms underlying the lower investment in innovation rates exhibited by female-led firms.

Details

Gender in Management: An International Journal, vol. 33 no. 6
Type: Research Article
ISSN: 1754-2413

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Article
Publication date: 19 November 2018

Kristine Pytash, Todd Hawley and Kate Morgan

The purpose of this paper is to explore the potential of using digital shorts (Pytash et al., 2017) focusing on social issues in social studies classrooms.

Abstract

Purpose

The purpose of this paper is to explore the potential of using digital shorts (Pytash et al., 2017) focusing on social issues in social studies classrooms.

Design/methodology/approach

Qualitative case study is used in this study.

Findings

Digital shorts focused on important social issues, and included their beliefs and perspectives about their social issue, as well as insights into their developing identities as citizens. The authors’ findings demonstrate how this assignment can be the gateway for discussions regarding social issues, how students perceive their identities tied to contemporary social issues, and how they make sense of these issues within multimodal compositions.

Research limitations/implications

The findings from this research have implications for researching the effectiveness of digital media production analysis for students’ learning of social issues.

Practical implications

The findings from this research have implications for exploring how digital media production analysis can be incorporated into social studies courses.

Originality/value

Although the push for social studies teachers to provide spaces for students to demonstrate these capacities, few examples exist in the literature.

Details

Social Studies Research and Practice, vol. 13 no. 3
Type: Research Article
ISSN: 1933-5415

Keywords

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