Academic Level at Time of Presentation
Junior
Major
Marketing
Minor
Spanish
List all Project Mentors & Advisor(s)
Sarah Lefebvre
Presentation Format
Poster Presentation
Abstract/Description
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.
Fall Scholars Week 2019 Event
Best Practices of Survey Research (MKT565)
COinS
Two, Four, Six, Eight, How Many Ingredients Do You Appreciate? An Exploration of Cocktail Ingredients
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.