A free sample generates a trial use of a brand.A high-value coupon might be included with the sample to induce the consumer to purchase the product.Then,a series of lower-value coupons are used to promote further repurchase.When the coupons are withdrawn,marketers hope that the consumer will purchase by habit.This is an example of
A) reinforcement.
B) punishment.
C) risk aversion.
D) retrieval conditioning.
E) shaping.

Question

Quizplus · Accepted Answer

This is an example of shaping, a process in which the behavior of the consumer is gradually guided or shaped through successive steps (starting with a free sample, followed by high-value coupons, then lower-value coupons) towards a desired behavior (regular purchase without coupons). Shaping involves reinforcing behaviors that are closer and closer to the desired behavior.

A Free Sample Generates a Trial Use of a Brand