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Promoting Healthier Drinking Habits: Using Sound to Encourage the Choice for Non-Alcoholic Beers in E-Commerce
- Source :
- Foods, Volume 10, Issue 9, Foods, Vol 10, Iss 2063, p 2063 (2021)
- Publication Year :
- 2021
- Publisher :
- Multidisciplinary Digital Publishing Institute, 2021.
-
Abstract
- 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.
- Subjects :
- 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
Subjects
Details
- Language :
- English
- ISSN :
- 23048158
- Database :
- OpenAIRE
- Journal :
- Foods
- Accession number :
- edsair.doi.dedup.....e02120e24ce6dac0faf4f23b0bfb579f
- Full Text :
- https://doi.org/10.3390/foods10092063