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Two, Four, Six, Eight, How Many Ingredients Do You Appreciate? An Exploration Of Cocktail Ingredients, Hannah Daab Oct 2019

Two, Four, Six, Eight, How Many Ingredients Do You Appreciate? An Exploration Of Cocktail Ingredients, Hannah Daab

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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.