Retailers and manufacturers jointly do their best to influence in-store customer behavior. One promotional tool often used by the industry but rarely studied by academics is in-store demonstrations. In this article we look at when and how demonstrations work the best. Two large field experiments were run and the results indicate that in-store demonstrations are powerful tools to increase sales. Furthermore, the results from the experiments show that the effectiveness of the demonstrations vary widely depending on when they and how they are executed.

This article builds on data collections that were made during two student projects. The first one, the one testing the effects of weekdays, was an early attempt when I was still learning about doing field experiments. The second one, the one with pizzas, was very ambitious. At some points during that project I almost felt that I had taken on more than I could manage but it all turned out pretty well.

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