Document Type

Working Paper

Date of this Version

5-19-2013

Abstract

The purpose of this study is to test the theory of resonance marketing in an experimental setting. We want to see the effects product reviews can have on consumers, specifically how reviews can affect a consumer’s perception of a product’s quality. We will use beer, a well-­‐known resonance marketing product, and conduct taste tests under varying conditions where the treatments involve reviews and the control does not. We will use subjects that are the target of resonance marketing, namely consumers with defined preferences and a willingness to pay for high quality products.

Keywords

resonance marketing, beer, consumer, operations and information management

Included in

Business Commons

Share

COinS
 

Date Posted: 28 October 2014

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.