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JOURNAL ARTICLE
The Influence of Consumer Distractions on the Effectiveness of Food-Sampling Programs
Stephen M. Nowlis and Baba Shiv
Journal of Marketing Research
Vol. 42, No. 2 (May, 2005), pp. 157-168
Published by: American Marketing Association
https://www.jstor.org/stable/30164014
Page Count: 12第二段是说了一个pain research。说是嘈杂的环境，噪音会放大人们对于疼痛的感觉。这里提到，这个研究has led us to predict that 试吃环境下的distraction 也会对顾客的感觉产生影响，但我记得是这一段提到了这个作用是两面性的，要么放大pleasant，要么放大unpleasant. 下面这段具体展开说他们的研究发现在一个pleasant的环境下，这种distraction很能促使顾客买东西，但，除非，顾客的注意力完全集中在了distraction上面。这种情况下，效果是negative的。在一些不好的情况下，甚至反而可能会降低试吃的效果。
Although our findings run counter in certain ways to predictions based on pain research, they also run counter to the predictions of industry experts and to common intuition. We suggest that this discrepancy could occur because experts think of taste testing more in terms of how a fellow expert evaluates products, meaning that they can focus on the affective component even when carefully evaluating the tasting experience. The results of our third study support this idea. In Experiment 3, we found that experts—in this case, advanced students at a culinary institute who are trained to evaluate products—are able to focus on the affective component of the tasting experience under either high or low levels of distraction. However, there may be another reason the marketing experts predicted that distractions reduce the preference for the sampled item. In particular, the experts might be thinking more in terms of how distractions could negatively affect subsequent sales of the product, because it is possible that when actually paying for the product, consumers are not confident enough about the purchase if they are distracted during sampling (note that participants in our experiments were told that they would be receiving the chocolates as a token of our appreciation). To examine this issue, we conducted an additional study in which we asked participants about their likelihood of actually buying more chocolate. Specifically, we asked participants if they were planning to buy chocolate on their next shopping trip and, if Lindt and Godiva were both priced at $2.69, whether they would buy the same brand they chose in the experiment. We found that 94% of the respondents stated that they would. Thus, given that our results also seem to hold for subsequent purchase, the idea that distractions only affect items given away for free is not supported.
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发表于 2018-11-17 15:19:33
