ÜCRETSİZ ÖRNEKLER: KAVRAMSAL BİR ÇERÇEVE

Ücretsiz örnekler pazarlamacıların yaygın olarak kullandığı satış promosyonu tekniklerindendir. Bu çalışmada amaç, örneklerin alıcı üzerindeki etkilerine dair bir kavramsal çerçeve çizmektir. Bu etkiler altı başlık altında İncelenmektedir: (i) Örnekler üriine dair bilgi taşır ve farkındalık yaratabilir, (ii) Örnek ürün almak kişide sahiplenme etkisine neden olabilir, (iii) Örnek, ürünün kendisine dair merak ve beklenti oluşturabilir, (iv) Örneğin ücretsiz olması nedeniyle alıcıda ürüne dair değer-iııdirgeme oluşabilir, (v) Örnek bir çeşit hediye olduğu için alıcıda olumlu bir duygu durumu yaratabilir, (vi) Hediye almış ohııak karşılıklılık hissine yol açabilir. Bu etkilere bağlı olarak alıcının inanış, tutum, niyet ve (satın alma) davranışı değişecektir. Bu çalışmanın literatüre iki temel katkısı vardır: Birincisi, çalışma, ücretsiz örneklerin etkilerine dair kavramsal bir çerçeve çizerek bu promosyonun daha iyi anlaşılmasına yardımcı olmaktadır; İkincisi, ücretsiz örnekler bağlamında daha önce sahiplenme ve merak etkileri tartışılmamıştır.

Anahtar Kelimeler:

Ücretsiz Örnek, Örnek Ürün, Satış Promosyonu

PDF

___

[1] (2002). Free Samples Pay Off. Marketing Management, 11(6), 5.
[2] IMS Health. (2003). IMS Review: Steady but not Stellar. MarketingMedia, 38(May), 50-63.
[3] (http://www.marketingpower.com/mg-dictionary- view4045.php). [06.12.2006].
[4] Blattberg, R.C.; Briesch, R. & Fox, E.J. (1995). How Promotions Work. Marketing Science, 14(3-part2), G122- 132.
[5] Chandon, P.; Wansink, B. & Laurent, G. (2000). A Benefit Congruency Framework of Sales Promotion Effectiveness. Journal of Marketing, 64(4), 65-81.
[6] Van Heerde, H.J.; Leeflang, P.S.H. & VVittink, D.R. (2004). Decomposing the Sales Promotion Bump with Store Data. Marketing Science, 23(3), 317-334.
[7] SchifFman, L.G. & Kanuk, L.L. (2007). Consumer Behavior. Upper Saddle River, NJ: Pearson Education.
[8] Smith, R.E. & Swinyard, W.R. (1983). Attitude-Behavior Consistency: The Impact of Product Trial Versus Advertising. Journal of Marketing Research, 20(3), 257- 267.
[9] Nelson, P. (1974). Advertising as Information. Journal of Political Economy, 82(4), 729-754.
[10] Darby, M.K. & Kami, E. (1973). Free Competition and the Optimal Amount of Fraud. Journal of Law and Economics, 16(1), 67-88.
[11] Nelson, P. (1970). Information and Consumer Behavior. Journal of Political Economy, 78(2), 311-329.
[12] Clearer, J.Y. (1987). Sales Promotion: Promo Dresses up for Halloween. Advertising Age, 58(49), S12-14.
[13] Gönül, F.F.; Carter, F.; Petrova, E. & Srinivasan, K. (2001). Promotion of Prescription Drugs and Its Impact on Physicians’ Choice Behavior. Journal of Marketing, 65(3) 79-90.
[14] Heiman, A.; McWilliams, B.; Shen, Z. & Zilberman, D. (2001). Learning and Forgetting: Modeling Optimal Product Sampling Över Time. Management Science, 47(4), 532-546.
[15] Mizik, N. & Jacobson, R. (2004). Are Physicians Easy Marks?: Quantifying the Effects of Detailing and Sampling on New Prescriptions. Management Science, 50(12), 1704— 1715.
[16] Donnelly Marketing, Inc. (1992). Survey Shows Popularity of Trade Promotion and Consumer Database. Potentials in Marketing, May, 49.
[17] Thaler, R. (1980). Toward a Positive Theory of Consumer Choice. Journal of Economic Behavior & Organization, 1(1), 39-60.
[18] Knetsch, J.L. (1989). The Endowment Effect and Evidence of Nonreversible Indifference Curves. American Economic Review, 79(5), 1277-1284.
[19] Kahneman, D.; Knetsch, J.L. & Thaler, R. (1990). Experimental Tests of the Endowment Effect and the Coase Theorem. Journal of Political Economy, 98(6), 1325-1348.
[20] Ortana, G. & Scacciati, F. (1992). New Experiments on Endowment Effect. Journal of Economic Psychology, 13(2), 277-296.
[21] Kahneman, D. & Tversky, A. (1979). Prospect Theory: An Analysis of Decision Under Risk. Econometrica, 147(2), 263-291.
[22] Strahilevitz, M.A. & Loewenstein, G. (1998). The Effect of Ownership History on the Valuation of Objects. Journal of Consumer Research, 25(3), 276-289.
[23] Schweitzer, M. (1994). Disentangling Status Quo and Omission Effects: An Experimental Analysis. Organizational Behavior and Human Decision Processes, 58(3), 457-476.
[24] Fazio, R.H.; Herr, P.M. & Powell, M.C. (1992). On the Development and Strength of Category-Brand Associations in Memory: the Case of Mystery Ads. Journal of Consumer Psychology, 1(1), 1-13.
[25] Loewenstein, G. (1994). The Psychology of Curiosity: A Review and Reinterpretation. Psychological Bulletin, 116(1), 75-98.
[26] Berlyne, D.E. (1954). A Theory of Human Curiosity. British Journal of Psychology, 45(3), 180-191.
[27] Hebb, D.O. (1955). Drives and the C.N.S. (Conceptual Nervous System). Psychological Review, 62(4), 243-254.
[28] Swasy, J.L. & Rethans, A.J. (1986). Knowledge Effects on Curiosity and New Product Advertising. Journal of Advertising, 15(4), 28-34.
[29] Smith, R.E. & Swinyard, W.R. (1988). Cognitive Response to Advertising and Trial: Belief Strength, Belief Confidence and Product Curiosity. Journal of Advertising, 17(3), 3-14.
[30] Fishbein, M. & Ajzen, 1. (1975). Belief Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley Pub. Co.
[31] Goering, P.A. (1985). Effects of Product Trial on Consumer Expectations, Demand and Prices. Journal of Consumer Research, 12(1), 74-82.
[32] Bern, D.J. (1965). An Experimental Analysis of Self- Persuasion. Journal of Experimental Social Psychology, 1(3), 199-218.
[33] Scott, C.A. (1976). The Effects of Trial and Incentives on Repeat Purchase Behavior. Journal of Marketing Research, 13(3), 263-269.
[34] Raghubir, P. (2004). Free Gift with Purchase: Promoting or Discounting the Brand? Journal of Consumer Psychology, 14(1 &2), 181-185.
[35] McGuinness, D.; Brennan, M. & Gendall, P. (1995). The Effect of Product Sampling and Couponing on Purchase Behavior: Some Empirical Evidence. International Journal of Advertising, 14(3), 219-230.
[36] Dodson, J.A.; Tybout, A.M. & Sternthal, B. (1978). Impact of Deals and Deal Retraction on Brand Switching. Journal of Marketing Research, 15(1), 72-81.
[37] Gedenk, K. &e Neslin, S. (1999). The Role of Retail Promotion in Determining Future Brand Loyalty: Its Effect on Purchase Event Feedback. Journal of Retailing, 75(4), 433-459.
[42] Donovan, R.J.; Rossiter, J.R.; Marcoolyn, G. & Nesdale, A. (1994). Store Atmosphere and Purchasing Behavior. Journal of Retailing, 70(3), 283-294.
[43] Heilman, C.; Lakishyk, K.; Nakamoto, K. & Radas, S. (2005). The Effect of In-Store Free Samples on Short- and Long-Term Purchasing Behavior. Working Paper, University of Virginia.
[44] Cialdini, R.B. (1993). Influence: Science and Practice. Third Edition. New York, NY: HarperCollins College Publishers.
[45] Bawa, K. & Shoemaker, R. (2004). The Effects of Free Sample Promotions on Incremental Brand Sales. Marketing Science, 23(3), 345-363.
[46] Codoban, A. (2006). From Persuasion to Manipulation and Seduction (A Very Short History of Global Communication). Journal for the Study of Religions and Ideologies, (14), 151-158.
[47] Heilman, C.; Lakishyk, K. & Radas, S. (2006). The Effectiveness of In-Store Free Samples on Sample Takers. Working Paper, University of Virginia.
[48] Lammers, H.B. (1991). The Effect of Free Samples on Immediate Consumer Purchase. Journal of Consumer Marketing, 8(2), 31-37.