Wharton Research Scholars

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

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Date Posted: 28 October 2014