Promoting Healthier Drinking Habits: Using Sound to Encourage the Choice for Non-Alcoholic Beers in E-Commerce
| Autor: | Christian Arroyo, Felipe Reinoso-Carvalho, Luis H. Reyes, Brayan Rodríguez |
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| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: |
Health (social science)
media_common.quotation_subject Plant Science E-commerce TP1-1185 Health Professions (miscellaneous) Microbiology Experiential learning World health Article food marketing sound Promotion (rank) e-commerce Sound (geography) media_common geography geography.geographical_feature_category business.industry Food marketing Chemical technology multisensory experiences food and beverages Advertising Non alcoholic Drinking habits beer business Psychology non-alcoholic beer Food Science expectations |
| Zdroj: | Foods Volume 10 Issue 9 Foods, Vol 10, Iss 2063, p 2063 (2021) |
| ISSN: | 2304-8158 |
| DOI: | 10.3390/foods10092063 |
| Popis: | Important institutions, such as the World Health Organization, recommend reducing alcohol consumption by encouraging healthier drinking habits. This could be achieved, for example, by employing more effective promotion of non-alcoholic beverages. For such purposes, in this study, we assessed the role of experiential beer packaging sounds during the e-commerce experience of a non-alcoholic beer (NAB). Here, we designed two experiments. Experiment 1 evaluated the influence of different experiential beer packaging sounds on consumers’ general emotions and sensory expectations. Experiment 2 assessed how the sounds that evoked more positive results in Experiment 1 would influence emotions and sensory expectations related to a NAB digital image. The obtained results revealed that a beer bottle pouring sound helped suppress some of the negativity that is commonly associated with the experience of a NAB. Based on such findings, brands and organizations interested in more effectively promoting NAB may feel encouraged to involve beer packaging sounds as part of their virtual shopping environments. |
| Databáze: | OpenAIRE |
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