Influence of the glassware on the perception of alcoholic drinks |
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| Affiliation: | 1. Tsinghua University, Beijing, China;2. Xperiment, London, UK;3. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, UK;1. Flavour SenseNation, London, UK;2. Department of Systems Neuroscience, University Medical Center Hamburg-Eppendorf, Hamburg, Germany;3. Crossmodal Research Laboratory, Department of Experimental Psychology, Oxford University, UK;1. School of Health Sciences and Psychology, Federation University Australia, Victoria 3842, Australia;2. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, Oxford, UK;3. Department of Cognitive Science, Occidental College, Los Angeles, USA;4. Department of Psychology, Tsinghua University, Beijing, China;5. BI Norwegian Business School, Oslo, Norway;6. International School of Economics and Administrative Sciences, Universidad de La Sabana, Bogota, Colombia |
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| Abstract: | Two studies are reported in which the effect of glassware was investigated on subjective ratings of, and willingness-to-pay for, alcoholic drinks. Participants from China (Study 1) and the USA (Study 2) viewed online photographs of red wine, white wine, beer, whisky, and Chinese baijiu presented in 6 different glasses, including a narrow, wide, or stemless wine glass, a highball or rocks glass, and a beer mug. They rated liking, familiarity, and congruency (between the drink and the glassware), as well as how much they would be willing to pay for the drinks. Both the type of drink and the type of glassware influenced participants’ subjective ratings of, and willingness-to-pay for, the drinks. The red and white wine were liked more, and people were willing to pay significantly more for if they thought that the glassware was congruent with the contents. These findings highlight the influence of content–context congruency on consumers’ subjective ratings and willingness-to-pay. |
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| Keywords: | Contextual factors Congruency Glassware Receptacle Wine |
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