Research - Dr. Robert Palmer
Impact of Base Domain Knowledge on Consumer Comprehension:
The Case of the Emerging Ice Cider Industry
Dr. Robert Palmer in collaboration with Dr. Reid
Williams School of Business
The impact of "Base Domain Knowledge" on consumer comprehension of new products has been investigated for durable goods, however, has not been investigated in the context of sensorial marketing. Additionally, the impact of base domain knowledge on expectations/satisfaction in a new context has not been observed. The purpose of this study will be to fill these gaps, by focusing on whether experience with one alcohol category (ice wine) might influence adoption category for a brand new alcohol category (ice cider).
