Abstract
Suggestion selling in the fast food environment is a popular approach for generating additional sales. This paper reports on restaurant managers’ views on suggestion selling, consumers’ views on suggestion selling, and the results of an experiment that evaluates the technique in the fast food environment. An explanation of the results and some additional research directions are also offered.
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Ferguson, J. M., Discenza, R., & Higgins, L. F. (2015). Suggestion Selling in the Fast Food Environment: Observations and Implications. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 403–408). Springer Nature. https://doi.org/10.1007/978-3-319-17055-8_82
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