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  • 标题:Promoting Healthier Drinking Habits: Using Sound to Encourage the Choice for Non-Alcoholic Beers in E-Commerce
  • 本地全文:下载
  • 作者:Brayan Rodríguez ; Christian Arroyo ; Luis H. Reyes
  • 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
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