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Taste is in the can : the impact of non-alcoholic beer's packaging design on consumers' taste perception and product evaluation.

Branderhorst, Robin (2019) Taste is in the can : the impact of non-alcoholic beer's packaging design on consumers' taste perception and product evaluation.

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Abstract:Non-alcoholic beer is a healthy product that is often experienced less tasty than regular beer. However, previous research has shown the possibility to influence consumers’ experience using the packaging design. The current study aimed to affect consumers’ taste perception and product evaluation of NAB using the packaging design. A 2x2x2 experimental between-subjects design was used in which taste labels (not present vs. present), colour of hops (green vs. brown), and the line orientation (horizontal vs. vertical) were manipulated. For the main study, respondents (N = 200) participated in a taste test for a new NAB of a known beer brand in the Netherlands. Results showed no main or interaction effects on perceived bitterness and taste intensity. However, brown hops on the packaging design increased the perceived freshness, taste quality, taste liking, and the amount of consumption compared to green hops. Furthermore, correlation analysis revealed significant correlations of perceived taste characteristics with variables. This study shows that the packaging design of NAB definitely influences consumers’ taste experience. However, at the same time, it can be difficult to achieve predetermined changes in perceived taste characteristics using subtle manipulations on the packaging design for a brand that already evokes strong associations.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/77322
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