Effects of sampling healthy versus unhealthy foods on subsequent food purchases

Dipayan Biswas (), Annika Abell (), Mikyoung Lim (), J. Jeffrey Inman () and Johanna Held ()
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Dipayan Biswas: University of South Florida
Annika Abell: University of Tennessee
Mikyoung Lim: University of South Florida
J. Jeffrey Inman: University of Pittsburgh
Johanna Held: Bosch Power Tools and Bayreuth University

Journal of the Academy of Marketing Science, 2025, vol. 53, issue 1, No 10, 197-212

Abstract: Abstract Food sampling at retail stores and restaurants (e.g., amuse bouche) is a widespread practice. These food samples vary considerably in healthfulness levels. Prior research has primarily focused on the effects of sampling on evaluations and sales of the sampled item. However, can there be unintended consequences of sampling a healthy versus an unhealthy item on subsequent purchases of other food items? Also, would the degree of dissimilarity between the sampled item and subsequent options moderate the effects? The results from a series of experiments, including four studies conducted in field settings, show that sampling a healthy (vs. unhealthy) item paradoxically leads to greater subsequent purchase/choice of unhealthy foods – but only when consumers perceive a relatively high level of dissimilarity between the sampled item and subsequent options. This effect reverses when the sampled food and subsequent options are perceived as being relatively low on dissimilarity (i.e., high on similarity).

Keywords: Retail sampling; Healthy and unhealthy foods; Product choice; Dissimilarity; Field studies (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11747-024-01047-4

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