文章基本信息

标题：Promoting Healthier Drinking Habits: Using Sound to Encourage the Choice for Non-Alcoholic Beers in E-Commerce
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作者：Brayan Rodríguez ; Christian Arroyo ; Luis H. Reyes 等
期刊名称：Foods
电子版ISSN：2304-8158
出版年度：2021
卷号：10
期号：9
DOI：10.3390/foods10092063
语种：English
出版社：MDPI Publishing
摘要：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.
关键词：enbeer;e-commerce;food marketing;multisensory experiences;non-alcoholic beer;sound;expectations