The Impact of Free-Sample Advertising

A study was recently performed to see if advertising by the user of free samples could change consumer attitudes about a product's image. Koogle Peanut Butter, a new chocolate-flavored peanut butter generally regarded as a product directed at children, was distributed via free samples to 120 ad...

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Bibliographic Details
Published in:Journal of advertising research 1979-06, Vol.19 (3), p.35
Main Authors: Bettinger, Charles O, Dawson, Lyndon E, Wales, Hugh G
Format: Article
Language:English
Subjects:
Advertising
Case studies
Changes
Consumer attitudes
Impacts
Product image
Samples
Online Access:Get full text
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Summary:A study was recently performed to see if advertising by the user of free samples could change consumer attitudes about a product's image. Koogle Peanut Butter, a new chocolate-flavored peanut butter generally regarded as a product directed at children, was distributed via free samples to 120 adults. The Staple Scaling was used to measure changes in attitudes toward the product's image. The study found that the free samples did indeed succeed in changing consumer attitudes. Koogle's image shifted from childish to adult among the group of subjects who consumed free samples. These results tend to indicate that by giving away free samples, new markets can be tapped and preconceptions about a product can be overcome.
ISSN:0021-8499
1740-1909