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Journal of Organizational Behavior Management

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A Prompting Procedure for Increasing Sales in a Small Pet Store

Jacqueline Milligan a amp; Donald A. Hantula b a Bancroft, Inc. , Haddonfield, NJ, USA

b Department of Psychology , Temple University , Philadelphia, PA, USA

Published online: 07 Sep 2008.

To cite this article: Jacqueline Milligan amp; Donald A. Hantula (2006) A Prompting Procedure for Increasing Sales in a Small Pet Store, Journal of Organizational Behavior Management, 25:3, 37-44

To link to this article: http://dx.doi.org/10.1300/J075v25n03_03

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A Prompting Procedure for Increasing Sales in a Small Pet Store

Jacqueline Milligan Donald A. Hantula

ABSTRACT. A simple prompting procedure involving index cards was used to increase suggestive selling by the owner/operator of a small pet grooming business. Over a year of baseline data revealed that no sales prompts were given and few pet products were sold. When the owner was prompted by an index card to ask customers if they wanted to pur- chase pet products, sales tripled and increased four-fold by the end of the year. This study is part of an increasing interest in the behavioral analy- sis of consumer choice and addresses both management and marketing concerns by demonstrating how a simple, well-replicated prompting procedure can modify a key employee behavior that in turn changes customer behavior, and results in an important organizational outcome. [Article copies available for a fee from The Haworth Document Delivery Service:

1-800-HAWORTH. E-mail address: lt;docdelivery@haworthpress.comgt; Web- site: lt;http://www.HaworthPress.comgt;  2005 by The Haworth Press, Inc. All rights reserved.]

KEYWORDS. Prompting, sales, small business, self-management

According to the US Small Business Administration (SBA, 2004), there were nearly 23 million small businesses in the USA in 2002

Jacqueline Milligan is affiliated with Bancroft, Inc., Haddonfield, NJ.

Donald A. Hantula, is affiliated with the Department of Psychology, Temple University, Philadelphia, PA.

Address correspondence to: Donald A. Hantula, Department of Psychology, Weiss

Hall (265-67), Temple University, Philadelphia, PA 19122 (E-mail: hantula@temple. edu).

Journal of Organizational Behavior Management, Vol. 25(3) 2005 Available online at http://www.haworthpress.com/web/JOBM

 2005 by The Haworth Press, Inc. All rights reserved. doi:10.1300/J075v25n03_03 37

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employing half of the private sector workforce. Despite the size and importance of small business in the US economy, psychological studies involving small businesses are relatively rare. In contrast, organizational behavior management (OBM) applications have proven successful in small business settings (e.g., Gaetani, Hoxeng, amp; Austin, 1985; Gaetani, Johnson, amp; Austin, 1983; Pampino, Heering, Wilder, Barton, amp; Burson, 2003).

Prompting procedures may be especially suited for use in small

business due to their ease of administration and low cost. A prompt is an antecedent verbal stimulus that sets the occasion for a particular behavior (McConville, Hantula, amp; Axelrod, 1998). Prompts are a very inexpensive, moderately effective way to change both employee and con- sumer behavior. Prompting procedures have been used in organizations to manage a variety of work related employee behaviors including in- creasing task performanc

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