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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/


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.


Amsteus, M., Liljegren, F., Markovic, S., & Månsson, M. (2016). Chocolate or succulent chocolate: The impact of sensory descriptions on choice. International Journal of Business and Social Science, 7(6), 213-224.

Baker, M. A., Shin, J. T., & Kim, Y. W. (2016). An exploration and investigation of edible insect consumption: The impacts of image and description on risk perceptions and purchase intent. Psychology & Marketing, 33(2), 94-112.

Cardello et al. (2019). Toward a new scale to measure consumers’ “need for uniqueness” in foods and beverages: The 31-item FBNFU scale. Food Quality and Preference, 72, 159-171.

Filimonau, V., Lemmer, C., Marshall, D., & Bejjani, G. (2017). ‘Nudging’as an architect of more responsible consumer choice in food service provision: The role of restaurant menu design. Journal of Cleaner Production, 144, 161-170.

Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Publications.

Kim, J., Hwang, E., Park, J., Lee, J. C., & Park, J. (2019). Position effects of menu item displays in consumer choices: Comparisons of horizontal versus vertical displays. Cornell Hospitality Quarterly, 60(2), 116-124.

Ko, E., Costello, J. P., & Taylor, C. R. (2017). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405-413.

Magnini, V. P. & Seontaik, K. (2016). The influences of restaurant menu front style, background color, and physical weight on consumers’ perceptions. International Journal of Hospitality Management, 53, 42-48.

McCall, M., & Lynn, A. (2008). The effects of restaurant menu item description on perceptions of quality, price, and purchase intention. Journal of Foodservice Business Research, 11(4), 439-445.

Lefebvre, S., & Orlowski, M. (2019). Can, cup, or bottle? The influence of beverage vessel on taste and willingness to pay. International Journal of Hospitality Management, 76, 194-205.

Shoemaker, S., Dawson, M., Johnson, W. (2005). How to increase menu prices without alienating your customers. International Journal of Contemporary Hospitality Management, 17(7), 553-568.

Turnwald, B. P., Boles, D. Z., & Crum, A. J. (2017). Association between indulgent descriptions and vegetable consumption: twisted carrots and dynamite beets. JAMA internal medicine, 177(8), 1216-1218.

Velasco C., Spence C. (2019). Multisensory Premiumness. In: Velasco C., Spence C. (eds) Multisensory Packaging. Palgrave Macmillan, Cham.

Wansink, B., Painter, J., & Van Ittersum, K. (2001). Descriptive menu labels’ effect on sales. Cornell Hotel and Restaurant Administration Quarterly, 42(6), 68-72.

DaabHannah2019.mp4 (19023 kB)



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