| Autor: |
Brayan Rodríguez, Christian Arroyo, Luis H. Reyes, Felipe Reinoso-Carvalho |
| Jazyk: |
angličtina |
| Rok vydání: |
2021 |
| Předmět: |
|
| Zdroj: |
Foods, Vol 10, Iss 9, p 2063 (2021) |
| Druh dokumentu: |
article |
| 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: |
Directory of Open Access Journals |
| Externí odkaz: |
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