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dc.contributor.authorAlmiron, Paula
dc.contributor.authorEscobar, Francisco Barbosa
dc.contributor.authorPathak, Abhishek and Spence, Charles
dc.contributor.authorVelasco, Carlos
dc.date.accessioned2022-01-04T11:31:20Z-
dc.date.available2022-01-04T11:31:20Z-
dc.date.issued2021
dc.identifierWOS:000594542500025
dc.identifier.issn0950-3293
dc.identifier.urihttp://dspace.azti.es/handle/24689/1275-
dc.description.abstractOne common definition of premiumness is as a higher quality and more expensive variant of a product than other members of the category or reference class. Premiumness can effectively be conveyed by means of different sensory cues (e.g., colours, sounds, weight). However, to date, research linking the sound of a product's packaging with premiumness is sparse. In the present study, we demonstrate for the first time that consumers associate different levels of beer premiumness with the sounds of opening and pouring of bottles and cans. We report the results of two online experiments. Experiment 1 explored the effect of two sound properties associated with beer can and bottle opening and pouring (sound pressure and frequency) on the perception of premiumness. Experiment 2 used semantic differential scales (e.g., bad-good, passive-active) to evaluate the meanings people tend to associate with different auditory cues. The analyses revealed that participants perceived: 1) bottle sounds to be more premium overall than can sounds, 2) pouring sounds as more premium than opening sounds, and 3) higher pressure sounds as more premium than lower pressure sounds. Additionally, premiumness was positively correlated with semantic differentials of dead-alive, and the evaluative terms of sad-happy, awful-nice, and bad good, which highlights the perceived quality and premium character of a beer when conveyed auditorily.
dc.language.isoEnglish
dc.publisherELSEVIER SCI LTD
dc.subjectBeer
dc.subjectPremium
dc.subjectSound
dc.subjectPackaging
dc.subjectMultisensory marketing
dc.subjectBOTTLE CLOSURE TYPE
dc.subjectPERCEPTION
dc.subjectWINE
dc.subjectLUXURY
dc.subjectPRICE
dc.subjectTASTE
dc.subjectCUES
dc.titleSearching for the sound of premium beer
dc.typeArticle
dc.identifier.journalFOOD QUALITY AND PREFERENCE
dc.format.volume88
dc.contributor.funderAsahi Breweries Ltd.
dc.contributor.funderAZTI
dc.identifier.e-issn1873-6343
dc.identifier.doi10.1016/j.foodqual.2020.104088
Appears in Publication types:Artículos científicos



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