Using product sampling to augment the perceived quality of store brands

Two experiments test the ability of in-store sampling to enhance a store brand's perceived quality (Study 1) and whether such an outcome is contingent on quality level (Study 2). Study I revealed for two distinct grocery products that the perceived quality of store brands benefited significantly when participants tried these brands prior to judging their quality, but that no such benefit accrued to national brands. Study 2 found that sampling enhanced quality perceptions of a store brand only when the brand was of high (vs. low) quality. Implications for retailers' store brand practices are discussed and suggestions for additional research are offered. (C) 2004 by New York University. Published by Elsevier.