What does a cash reward for a test drive aim to achieve in consumer behavior?

A cash reward for a test drive is primarily designed to incentivize consumers to participate in that experience, which leads to higher test drive participation rates. In the context of consumer behavior, the immediate goal is to encourage potential buyers to visit the dealership and engage with the product—specifically, to take a test drive. This strategy helps bridge the gap between intention and action, as many consumers may express interest in a vehicle but may not be motivated enough to schedule a test drive without an additional incentive.

While long-term brand loyalty and increased vehicle sales can be potential outcomes of a successful test drive experience, the cash reward is strategically aimed at overcoming barriers to participation in the first place. By attracting more individuals to test drives, marketers can create opportunities for deeper engagement with the product, ultimately enhancing the likelihood of converting those test drives into sales.