The Influence of Consumer Distractions on the Effectiveness of Food-Sampling Programs

Sampling programs are a significant element of the promotions mix, particularly in the food category. In this research, the authors find that the degree to which consumers are distracted while sampling a product can influence the effectiveness of such programs. In particular, the authors find that distraction actually increases subsequent choice of the sampled food, a finding that is contrary to what industry experts predict. The authors propose a dual-process model of somatosensory experiences to account for the findings. In line with the model, the findings suggest that the ultimate pleasure that a consumer derives from the taste of a food sample depends on two components, an informational component and an affective component. Furthermore, the findings suggest that distraction affects the subsequent choice of the sampled item by increasing (decreasing) the impact of the affective component (informational component) on subsequent choice.