Two, Four, Six, Eight, How Many Ingredients Do You Appreciate? An Exploration of Cocktail Ingredients

Project Abstract

Two studies examine the effect of cocktail menu description on consumer order intention. Findings show that consumers are more likely to order a cocktail with a greater number of ingredients and the effect is driven by perceptions of beverage complexity and premiumness.

Conference

Conference name (full, no abbreviations): The 2019 SMA Annual Conference

Dates: November 6-9, 2019

Sponsoring body: Society for Marketing Advances

Conference website: https://www.societyformarketingadvances.org/

Funding Type

Travel Grant

Authors

Hannah DaabFollow
Sarah Lefebvre, Murray State UniversityFollow
Marissa Orlowski, University of Central FloridaFollow

Academic College

Arthur J. Bauernfeind College of Business

Area/Major/Minor

Marketing/Spanish

Degree

Bachelor of Science

Classification

Junior

Name

Sarah Lefebvre

Academic College

Arthur J. Bauernfeind College of Business

Recommended Citation

Daab, Hannah; Lefebvre, Sarah; and Orlowski, Marissa, "Two, Four, Six, Eight, How Many Ingredients Do You Appreciate? An Exploration of Cocktail Ingredients" (2018). ORCA Travel & Research Grants. 56.
https://digitalcommons.murraystate.edu/orcagrants/56