The Psychology Behind Consumer Sampling Programs

The Psychology Behind Consumer Sampling Programs

Product sampling has become a leading marketing tool for most CPG businesses, but few people actually know what makes the consumer sampling programs effective. 

Understanding the product sampling psychology and the root of why sampling works can help businesses:

  • Enhance their product sampling strategies
  • Craft and implement better product sampling campaigns

What's the science behind consumer sampling programs?

Understanding the product sampling psychology can really help both direct-to-consumer (D2C), and in-store brands boost sales and introduce new products into the market.

By understanding the "psychology of free Stuff", your brand can influence consumers' immediate purchase behavior like never before.

psychology of free Stuff
Understanding the psychology of free samples will benefit your brand greatly!

These three significant consumer insights explain precisely why a traditional or digital product sampling campaign can benefit your business and magnify the success of your brand's marketing objectives:

1. Risk Aversion

Implementing your own consumer sampling program is a great way to help customers better understand what your brand is all about with absolutely no risk involved. This product sampling psychology works.

Since it requires no cost commitment from the consumer's side, meaning potential customers can experiment with a range of new products and are free to decide which product is exactly right for them.

There's also little to lose for businesses as consumer sampling programs allow for greater customer reach and incredible ROI with relatively little expense.

Risk Aversion in product sampling
Potential customers can experiment with a range of new products.

As a brand, by actually letting them try it, you'll be able to give consumers the most compelling argument to buy your product.

Related article: Promoting Trending Products: How Product Sampling Can Boost Your Brand

2. Reciprocity

When consumers are offered free samples, it urges them to commit to a purchase on the same day and evokes something called the reciprocity instinct.

Let's say you're walking down the aisles at your go-to grocery store, and you taste one of the free samples of the new chocolate bar on display. Did you end up buying that chocolate bar? Or did you at least think about it? That's part of the reciprocity instinct.

Reciprocity in product sampling
Did you end up buying that chocolate bar? Or did you at least think about it?

The idea is that consumers feel a subtle need to give something back in return for getting a free sample. This can be in the form of a purchase decision or by providing valuable reviews and insights for the brand.

It's a reciprocal relationship as brands give away great product samples and get valuable feedback in return. This product sampling psychology strategy leaves a strong effect.

3. Sentiment

By implementing their own product sampling program, businesses can create a much stronger first impression than most other types of digital marketing or direct marketing ever could. 

What better way to create a real relationship between your brand and your consumers than by allowing them to interact with your product?

Using this product sampling psychology strategy, customers form real attitudes towards the product. When consumers have a positive sentiment towards the sample, it increases the likelihood that they'll take the plunge and commit to the purchase.

Sentiment in product sampling
Product sampling will create a good relationship between customers and your brand.

Related Article: Maximize the Success of Your Product Sampling Campaign

Current research on consumer sampling programs and product sampling psychology

  • Changing directions: Product sampling could be the swing vote that encourages consumers to choose your product over various alternatives. As many as 24% of those who participated in a recent survey claimed that a sampled product had specifically replaced an item they had planned to buy.
  • Brand trailing: using product sampling psychology and a strong consumer sampling program dramatically improves the chance of potential customers committing to your brand and purchasing your product post-sampling. Sampling has a strong effect on their post-sampling purchasing habits and feelings of brand loyalty. It increases the likelihood that consumers will continue to follow your brand rather than switch to another, down the line.
  • Brand loyalty: Did you know that researchers have found that free samples encourage positive consumer sentiment towards the brand and influence consumers' purchasing behavior for as long as 12-months post-sampling? Amazing, right?
  • Provoking a sense of goodwill: A consumer sampling program is the perfect way to allow consumers to feel the brand better. This product sampling psychology has shown that more consumers feel that they can better trust a product and are more likely to consider the brand as reliable after experimenting with a product sample first-hand.
consumer sampling programs effects
Product sampling psychology effects on your brand.

Why choose Peekage to coordinate your consumer sampling program?

  1. Peekage allows users to order free samples of your product to be delivered directly to their homes for testing. 

This is a relatively risk-averse approach in product sampling psychology as consumers have little cost or time commitment from their side (since they can 'purchase' samples easily with their virtual currency on the app), and Peekage ensures that the logistics and shipping process are as low-cost as possible for your business.

  1. Peekage follows up with consumer post-testing. 

Directing more attention towards consumer feedback and insights is a sure-fire way to create a personal connection with consumers. Consumers want to know that brands are listening to what they have to say, and gathering feedback from consumers will evoke a positive sentiment towards the brand while creating a strong sense of loyalty at the same time.

  1. Peekage rewards users on the Peekage app for their feedback with virtual coins for in-app purchases and promotional vouchers. 

This is a great way to engage their reciprocity instinct and encourage them to provide valuable insight and reviews. Peekage also uses this consumers’ feedback to create actionable insights for brands to deliver better the type of products that their consumers are really looking for.

why peekage for product sampling
Why Peekage?

Understanding the product sampling psychology is one of the most effective ways to bring your brand one step closer to converting samplers into purchasing customers and forming long-lasting relationships with consumers. So, why not start your journey towards creating your own consumer sampling program today?

How can freebies keep customers?

Giving out freebies helps you and your brand gain new consumers and keep the ones you already have. Here are five reasons to give freebies to your consumers:

  1. Free samples create positive hype around your brand

Does it really need explaining? People love getting stuff for free. Giving out freebies to your existing consumers makes them happy and satisfied and more likely to talk about your goods and brand with their friends and family.

In essence, freebies add more value to the interaction between your consumers and your brand, increasing the likelihood of sharing their experience with others (again!). 

  1. Freebies encourage consumers to try other products of your brand

Offering something for free diminishes the hesitation some people may have with trying out your brand's new products. Giving out free samples allows your existing consumers to test the quality of your other products before committing to your new line of production.

Then, If they are pleased with their experience, they will be more likely to test your new products.

  1. Giving out free samples improves consumer-brand relationships

We have covered this topic, but it needs some more emphasis! Excellent customer service can go a long way in making a successful brand. Unhappy customers are more likely to spread the word about their experience, but what if you could turn unhappy customers into happy ones?

Well, one way is offering them free samples and making them feel special again. Your long-time consumers like to be in the spotlight too!

  1. Free samples make your brand extra loveable

Suppose you have a great brand and a great relationship with your consumers, but could it possibly hurt if you put more smiles on the face of your buyers? By giving out freebies, you get to make your consumer's day and make them feel loved and cared for.

This elevates your brand in their eyes as one who is willing to go the extra mile! In a world full of competitive and professional brands, freebies help you to stand out and conquer the hearts of your consumers.

  1. Offering freebies encourage buying habits

When you are confident about the quality of your products and your customer service – as you should be – then offering free samples is going to be your best ad campaign. If an existing consumer is pleased with a product, there is a high probability that they will be interested in purchasing other products in the future.

benefits of free samples
Why free sampling will lead your brand new customers?

Making your current consumers happy is the key to secure a loyal customers-base that you can rely on.

The bottom line is, NEVER TAKE YOUR CURRENT CONSUMERS FOR GRANTED.

History of product sampling

You might think giving out free samples is a new method on the marketing block, but freebies have a long history.

In the 19th century, Benjamin T. Babbitt, who was a soap manufacturer, gave out free samples of his soap to skeptical people and made them into buyers. However, he wasn't the first person to do so.

A 14th-century poem by William Langland, by the name of "Piers Plowman," portrays innkeepers offering free samples to bypassers. 

Conclusion

People like to receive freebies because it makes them feel happy and important. Therefore, giving out free samples is a great way to gain new customers and turn existing customers into loyal ones.

Participating in a product sampling program helps your brand elevate in users' eyes, as it promotes you as a brand that never takes buyers for granted.

Key takeaways

  • Giving out freebies is a method of keeping your users satisfied, backed up by science. 
  • Freebies minimize the risk of buying new things for your customers.
  • Receiving a free sample makes your potential, and existing users feel special and makes the bond between your brand and your customers stronger.
  • You can build and alter buying habits by rewarding your customers with freebies, thus encouraging them to try out your new line of products or keep buying what they already do without being tempted to switch to other brands.
  • Giving out free samples is an old method that has been renewed in recent years with the help of technology, now with a targeted audience

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