University of Twente Student Theses
Non-alcoholic specialty beer. The Virgin Blonde : a study on the effects of design choices for non-alcoholic specialty beer on the taste perception and the purchase intention of the product
Roelofs, L.E. (2022) Non-alcoholic specialty beer. The Virgin Blonde : a study on the effects of design choices for non-alcoholic specialty beer on the taste perception and the purchase intention of the product.
|
PDF
3MB |
| Abstract: | This study aims to find out what colour changes and differences in weight of cans can do to the visual attention, purchase intention and tastiness of non-alcoholic specialty beers and what the roles of embodied processes and visual processes are within this research. This is done through a 2 by 2 (brighter vs. darker label and heavier vs. lighter can) between-subjects taste experiment was done among visitors of a local specialty beer café, where participants (N = 100) were confronted with one out of four conditions in a field study and are asked to react to statements that measure purchase intention, tastiness, refreshment, intensity, visual attention, and perceived quality. The brighter the label is, the more refreshment people experience and the less bitter they perceive the beer. The weight of the can mostly influences other experiences. When drinking from a heavier can, people experience a greater taste intensity, they like the non-alcoholic specialty beer better, think the product is of higher quality and they are more likely to buy it. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/91592 |
| 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