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dc.contributor.authorAlmiron, Paula
dc.contributor.authorBarbosa Escobar, Francisco
dc.contributor.authorPathak, Abhishek
dc.contributor.authorSpence, Charles
dc.contributor.authorVelasco, Carlos
dc.date.accessioned2021-05-10T08:21:12Z
dc.date.available2021-05-10T08:21:12Z
dc.date.created2020-09-18T07:30:00Z
dc.date.issued2020
dc.identifier.citationFood Quality and Preference. 2021, 88 (March 104088)en_US
dc.identifier.issn0950-3293
dc.identifier.urihttps://hdl.handle.net/11250/2754526
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.en_US
dc.language.isoengen_US
dc.publisherElsevieren_US
dc.rightsNavngivelse 4.0 Internasjonal*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/deed.no*
dc.subjectBeeren_US
dc.subjectPremium Sounden_US
dc.subjectPackagingen_US
dc.subjectMultisensory marketingen_US
dc.titleSearching for the sound of premium beeren_US
dc.typeJournal articleen_US
dc.typePeer revieweden_US
dc.description.versionpublishedVersionen_US
dc.source.volume88en_US
dc.source.journalFood Quality and Preferenceen_US
dc.identifier.doi10.1016/j.foodqual.2020.104088
dc.identifier.cristin1831032
dc.source.articlenumber104088en_US
cristin.ispublishedfalse
cristin.fulltextpostprint
cristin.fulltextoriginal
cristin.qualitycode1


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