The effect of sampling and point of purchase advertising on young children's first purchases

Authors

Dafina Rexha
Katherine Mizerski, Edith Cowan University
Richard Mizerski

Document Type

Conference Proceeding

Faculty

Faculty of Business and Public Management

School

School of Marketing, Tourism and Leisure

RAS ID

3391

Comments

Rexha, D., Mizerski, K., & Mizerski, R. (2005). The effect of sampling and point of purchase advertising on young children's first purchases.

Abstract

The dramatic rise in childhood obesity has caused great concern amongst parents, health providers and researchers, public policy makers and politicians. Schools have joined the list of contributors to the obesity problem. With over half of children's daily food intake occurring at school, school canteens are pushed to provide "healthy" alternatives to their usual energy-dense offerings. This study examines the effects of point-of-purchase displays and sampling in changing children's preferences. The results indicate that the point-of-purchase display had a causal effect in changing children's preferences but the change was only short-term. Sampling alone had no effect on purchase. The implications of these findings for marketers and public policy makers are discussed.