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Title: Searching for the sound of premium beer
Authors: Almiron, Paula; Escobar, Francisco Barbosa; Pathak, Abhishek and Spence, Charles; Velasco, Carlos
Abstract: One 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.
Keywords: Beer; Premium; Sound; Packaging; Multisensory marketing; BOTTLE CLOSURE TYPE; PERCEPTION; WINE; LUXURY; PRICE; TASTE; CUES
Issue Date: 2021
Type: Article
DOI: 10.1016/j.foodqual.2020.104088
ISSN: 0950-3293
E-ISSN: 1873-6343
Funder: Asahi Breweries Ltd.
Appears in Publication types:Artículos científicos

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