Sample Gifts (In)consistent With the Focal Product: On the Effect of Gift Quantity in Consumer Evaluation

Abstract

Aiming to boost sales, marketers often conduct sales promotions that offer sample gifts of the same brand, conditional on the purchase of a focal product. Based on the monetary value and volume of samples, these promotions can be presented in different formats. For example, when purchasing a focal product, consumers can obtain either a 30 mL sample gift or three 10 mL sample gifts that are either consistent or inconsistent with the focal product. Three experiments were conducted to test this; they revealed that compared with buying a product and getting one gift (vs. multiple), presenting sample gifts consistent (vs. inconsistent) with the focal product is more persuasive regarding consumers' perceived gift benefits. This effect occurs through a repack (vs. unpack) tendency. The observed effect can be accentuated (vs. attenuated) by priming consumers with variety-seeking (vs. monetary-saving) motivation.