文章基本信息

标题：The Asymmetric Emotional Associations to Beverages: An Approach through the Theory of Positive Asymmetry
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作者：Cristina Calvo-Porral ; Sergio Rivaroli ; Javier Orosa-González 等
期刊名称：Foods
电子版ISSN：2304-8158
出版年度：2021
卷号：10
期号：4
页码：794
DOI：10.3390/foods10040794
出版社：MDPI Publishing
摘要：Consumers experience mainly positive emotions in response to food products, and the reason is that, for most individuals, eating and drinking is a pleasurable experience. On this premise, in light of the Theory of Positive Asymmetry, this study answers the following question: “What emotions prevail in beverage consumption?” A MANOVA test was developed comparing emotions associated with spirits (n = 247), alcoholic beverages (n = 560) and non-alcoholic beverages (n = 254). The findings report that the positive asymmetry of emotions occurs in beverage consumption, regardless of the type of beverage product, since pleasant or positive emotions are primarily associated with beverages’ consumption. The analysis suggests that individuals predominantly associate beverages with pleasant emotions, regardless of the type of beverage, while the level of alcohol content seems to be influencing the different emotions and affect. The research results provide valuable insights to help managers and marketers understand the choice and preference for different beverages.
关键词：beverages; emotions; consumption; Theory of Positive Asymmetry; satisfaction beverages ; emotions ; consumption ; Theory of Positive Asymmetry ; satisfaction