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

Simple item page
dc.contributor.author Clemons, Eric
dc.contributor.author Wilson, Josh
dc.date.accessioned 2016-12-29T02:03:46Z
dc.date.available 2016-12-29T02:03:46Z
dc.date.issued 2017-01-04
dc.description.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.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2017.670
dc.identifier.isbn 978-0-9981331-0-2
dc.identifier.uri http://hdl.handle.net/10125/41833
dc.language.iso eng
dc.relation.ispartof Proceedings of the 50th Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Experimental Test of Resonance Marketing
dc.subject Future of Advertising
dc.subject Horizontal Competition
dc.subject Multi-attribute Consumer Preferences
dc.subject Resonance Marketing Hypothesis
dc.title A Preliminary Test of the Resonance Marketing Hypothesis: Guidance for Future Research Assessing Multi-Attribute Preferences in Horizontal Competition
dc.type Conference Paper
dc.type.dcmi Text
Files
Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
paper0684.pdf
Size:
10.68 MB
Format:
Adobe Portable Document Format
Description:
Download
Collections
Strategy, Information, Technology, Economics, and Society (SITES) Minitrack