The effect of eye-catching object on sampling at supermarket

Abstract

This paper considers how consumers pay attention to and participate in sales promotions. To achieve this purpose, we conducted experiments on sampling jam at a supermarket. We did comparison experiments with four conditions using an eye-catching object to encourage shoppers to notice the samples and a voting-style gimmick to encourage them to try the samples. Experimental results show that the object and the gimmick were useful for encouraging shoppers to participate in the sampling. This tendency was noted among people of certain age groups, in pairs, and coming from the entrance.