Antecedents of the intention to seek samples

Gerard P PRENDERGAST*, Alex S L TSANG, Chit Yu Lo

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review

2 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)1162-1169
Number of pages8
JournalEuropean Journal of Marketing
Volume42
Issue number11-12
DOIs
Publication statusPublished - 2008

Scopus Subject Areas

  • Marketing

User-Defined Keywords

  • Advertising
  • Buying behavior
  • Quality control
  • Sales management

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