Misinformation in Consumer Product Reviews and their Effect on Resonance Marketing
operations and information management
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.