The effectiveness of verbal prompts on sales [An article from: Journal of Retailing and Consumer Services]

This digital document is a journal article from Journal of Retailing and Consumer Services, published by Elsevier in 2006. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.

Description:
The effectiveness of verbal prompts and prompting conditions on sales as well as the impact of the product ordered on the effectiveness of suggestive selling are investigated in this study. In a field experiment in two fast food restaurants, customers are exposed to suggestive selling, receiving differently worded prompts depending on the assigned experimental condition. Results show that in all treatment conditions, prompts lead to increased sales over the control group. Whereas no difference in sales is observed among the treatment groups, prompts in general are shown to be more effective in triggering the ordering of side dishes when used in conjunction with atypical main dishes recently added to the menu and when there is a fit between the main and the side dish.