Making Choices While Smelling, Tasting, and Listening: The Role of Sensory (Dis)similarity When Sequentially Sampling Products

• Published in: Journal of marketing Vol. 78; no. 1; pp. 112 - 126
• Main Authors: Biswas, Dipayan, Labrecque, Lauren I., Lehmann, Donald R., Markos, Ereni
• Format: Journal Article
• Language: English
• Published: Chicago American Marketing Association 01.01.2014; SAGE PUBLICATIONS, INC
• Subjects: Brand preferences; Consumers; Hierarchies; Product choice; Samples; Sensory perception; Studies

Marketers are increasingly allowing consumers to sample sensory-rich experiential products before making purchase decisions. The results of seven experimental studies (two conducted in field settings, three conducted in a laboratory, and two conducted online) demonstrate that the order in which cons...