期刊
FOODS
卷 10, 期 9, 页码 -出版社
MDPI
DOI: 10.3390/foods10092063
关键词
beer; e-commerce; food marketing; multisensory experiences; non-alcoholic beer; sound; expectations
资金
- Universidad de los Andes (Colombia)
The study found that introducing beer packaging sounds in virtual shopping environments can help promote non-alcoholic beer more effectively and reduce negative emotions commonly associated with consumer experiences.
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.
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