Experience Effect in the Impact of Free Trial Promotions

• 成果类型: Article
• 署名作者: Reza, Sadat; Ho, Hillbun; Ling, Rich; Shi, Hongyan
• 署名单位: Nanyang Technological University; University of Technology Sydney
• 刊物名称: MANAGEMENT SCIENCE
• ISSN/ISSBN: 0025-1909
• DOI: 10.1287/mnsc.2020.3613
• 发表日期: 2021
• 关键词: free samples; experience effect; quantile treatment effect; changes-in-changes estimator

摘要

Although the use of free samples is extensive across industries, the effects of free samples across individuals with varying levels of usage have yet to be systematically examined. The models discussed in the literature consider targeting only the current nonusers of a product. In this research, we examine the question of targeting the current users both analytically and empirically for an experience good. Our analytical discussions highlight the reasons why some current users may be effective targets for free-sample promotions. We then conduct an empirical analysis using a data set on pre-and post-free sample promotion mobile data usage provided by a telecom firm. The empirical findings are consistent with our analytical results. Specifically, we find the initial usage level to be a key determinant of both the redemption rate of a free-sample offer and the subsequent change in usage owing to free-sample redemption. In our context, the redemption rate increased from the low-percentile users to the high-percentile users. We also find that the change in usage was (weakly) monotonically increasing up to the 90th percentile of usage distribution. Beyond the 90th percentile, the effect was generally not significant. We discuss the managerial and policy implications of our findings.