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- W2038401400 abstract "Building on reciprocity theory, the current study suggests that, at least to some extent, consumers purchase goods and services in response to sampling due to a perceived need to reciprocate for trying the products/services. In addition, the study explores the effect of charging for sampling (i.e., wine tasting) on tourist behavior. The sample (N = 357) was drawn from visitors to six wineries in an emerging wine region. Three of the sampled wineries charged a small fee for tasting, while the other three wineries offered complimentary wine tasting. The study examined whether differences exist in a perceived need to buy wine between visitors who paid a tasting fee and those who tasted wine for free. The results indicated that visitors who had complimentary wine tasting spent significantly more money at the wineries than visitors who paid a fee for tasting. Furthermore, visitors who tasted wine for free felt significantly more appreciative of the personnel than did visitors who paid a tasting fee. Also, vi..." @default.
- W2038401400 created "2016-06-24" @default.
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- W2038401400 date "2009-12-01" @default.
- W2038401400 modified "2023-10-18" @default.
- W2038401400 title "THERE IS NO SUCH THING AS A FREE WINE TASTING: THE EFFECT OF A TASTING FEE ON OBLIGATION TO BUY" @default.
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- W2038401400 doi "https://doi.org/10.1080/10548400903356228" @default.
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