Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/41833

A Preliminary Test of the Resonance Marketing Hypothesis: Guidance for Future Research Assessing Multi-Attribute Preferences in Horizontal Competition

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Title: A Preliminary Test of the Resonance Marketing Hypothesis: Guidance for Future Research Assessing Multi-Attribute Preferences in Horizontal Competition
Authors: Clemons, Eric
Wilson, Josh
Keywords: Experimental Test of Resonance Marketing
Future of Advertising
Horizontal Competition
Multi-attribute Consumer Preferences
Resonance Marketing Hypothesis
Issue Date: 04 Jan 2017
Abstract: The Resonance Marketing hypothesis suggests that in an era of nearly perfect online information consumers will be able to know everything about products that interest them, including their exact descriptions, the best available sellers, and prices throughout the market. Consumers will then purchase those products that offer the greatest consumer surplus, which may not be the products with lowest prices in areas where individual consumers have the strongest preferences. We divide the Resonance Marketing hypothesis into three testable subordinate hypotheses. We test one of the three, Verifiability: Consumers will not be deceived by false or manipulated content, and will be able to assess products and their reviews and be able to make rational purchase decisions. Preliminary data suggest that testing Verifiability will be difficult and will require complex experimental design. The paper ends with insights into how one would more completely test the Verifiability Hypothesis and suggestions for future research.
Pages/Duration: 10 pages
URI/DOI: http://hdl.handle.net/10125/41833
ISBN: 978-0-9981331-0-2
DOI: 10.24251/HICSS.2017.670
Rights: Attribution-NonCommercial-NoDerivatives 4.0 International
Appears in Collections:Strategy, Information, Technology, Economics, and Society (SITES) Minitrack



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