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Editor's Notes
Murray State University undergraduate student Hannah Daab recreates her presentation given at the 2019 SMA Annual Conference (Society for Marketing Advances) in November of 2019. Video of presentation slides and narration recorded on Dec. 4, 2019.
Hannah's research co-authors include Sarah Lefebvre, Murray State University and Marissa Orlowski, University of Central Florida.
Hannah received a $600 travel grant funding from the MSU Office of Research and Creative Activity: https://digitalcommons.murraystate.edu/orcagrants/56/
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.
Recommended Citation
Daab, Hannah
(2019)
"Two, Four, Six, Eight, How Many Ingredients Do You Appreciate? An Exploration of Cocktail Ingredients [Recorded Presentation],"
Steeplechase: An ORCA Student Journal: Vol. 3:
Iss.
2, Article 7.
Available at:
https://digitalcommons.murraystate.edu/steeplechase/vol3/iss2/7
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