An Empirical Test of Product Sampling and Couponing
Dalton McGuinness, Mike Brennan and Philip Gendall Massey University, Palmerston North, New Zealand
Generating product trial among non-users of a product is an important marketing objective. It is widely considered to be an important first step towards inducing purchase behaviour, based on the assumption that a favourable trial experience will incrSchultz, D.E. & Robinson, W.A. (1982). Chicago, Illinois: Cram Communications Inc.