本文探讨了一种免费样品促销模型及其长期销售效果，并通过两个实地实验验证了该模型的有效性。研究发现，与优惠券等其他促销手段不同，免费样品能在促销结束后长达12个月内对销量产生可测量的影响。此外，实验数据表明，即使在同一产品类别中，不同品牌的免费样品促销效果也存在显著差异。
The authors of this study present a model of free sample effects and evidence from two field experiments on free samples.
The model incorporates three potential effects of free samples on sales:
(1) An acceleration effect, whereby consumers begin repeat purchasing of the sampled brand earlier than they otherwise would.
(2) A cannibalization effect, which reduces the number of paid trial purchases of the brand.
(3) An expansion effect, which induces purchasing by consumers who would not consider buying the brand without a free sample.
The empirical findings suggest that, unlike other consumer promotions such as coupons, free samples can produce measurable long-term effects on sales that can be observed as much as 12 months after the promotion.
The data also show that the effectiveness of free sample promotions can vary widely, even between brands in the same product category.
Application of the model to the data from the two experiments reveals that the magnitude of acceleration, cannibalization, and expansion effects varies substantially across the two free sample promotions. These and other findings suggest that the model can be a useful tool for obtaining insights into the nature of free sample promotions.
A study by Kapil Bawa and Robert Shoemaker
The model incorporates three potential effects of free samples on sales:
(1) An acceleration effect, whereby consumers begin repeat purchasing of the sampled brand earlier than they otherwise would.
(2) A cannibalization effect, which reduces the number of paid trial purchases of the brand.
(3) An expansion effect, which induces purchasing by consumers who would not consider buying the brand without a free sample.
The empirical findings suggest that, unlike other consumer promotions such as coupons, free samples can produce measurable long-term effects on sales that can be observed as much as 12 months after the promotion.
The data also show that the effectiveness of free sample promotions can vary widely, even between brands in the same product category.
Application of the model to the data from the two experiments reveals that the magnitude of acceleration, cannibalization, and expansion effects varies substantially across the two free sample promotions. These and other findings suggest that the model can be a useful tool for obtaining insights into the nature of free sample promotions.
A study by Kapil Bawa and Robert Shoemaker
扫一扫
182
被折叠的 条评论
为什么被折叠?
到【灌水乐园】发言
