Antecedents of the intention to seek samples

Purpose – The purpose of this study is to examine the antecedents of consumers' intention to seek samples, a previously unexplored aspect of consumer behavior. Design/methodology/approach – Using as a backdrop Ajzen's theories of reasoned action and planned behavior, a survey of 154 respondents tested the proposition that attitude toward sample seeking behavior, and the congruity between a person's self‐concept and their image of the type of person who engages in sample seeking behavior (i.e. self‐concept congruity), are linked to the intention to seek samples. Findings – Attitudes toward sample seeking and self‐concept congruity, as well as their interaction, were found to positively predict the intention to seek samples. Originality/value – This research is the first of its kind to identify the predictors of sample seeking. By addressing the traits that predict sample seeking, marketers can stimulate consumers to seek out samples, and this can in turn stimulate product trial and diffusion. The paper also offers directions for future research.