University of Twente Student Theses
Is hard seltzer considered as a new (un)healthy drinking alternative? An experimental study on the influence of female body illustration, position of nutrition facts, and outline colour saturation on the perceived healthiness, expected digestibility, expected natural taste, and purchase intention.
Woolderink, N. (2022) Is hard seltzer considered as a new (un)healthy drinking alternative? An experimental study on the influence of female body illustration, position of nutrition facts, and outline colour saturation on the perceived healthiness, expected digestibility, expected natural taste, and purchase intention.
|
PDF
2MB |
| Abstract: | Dutch adults are becoming more health conscious and therefore the desire for reduced sugar, low-calorie, and low-alcoholic beverages expanded on the market. Hard seltzer is a relatively new product category in Europe that fits in the current desire to live healthier (Norris et al., 2021). Accordingly, this study aims to investigate whether three design elements on the product packaging can influence health perceptions of hard seltzer. The design elements are a slim or curvy body illustration, the nutrition facts positioned at the top or at the bottom, and high colour-saturated typeface outlining or low colour-saturated typeface outlining. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/91527 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page