Aarhus University Seal / Aarhus Universitets segl

Searching for the premium beer sound

Publikation: Bidrag til tidsskrift/Konferencebidrag i tidsskrift /Bidrag til avisTidsskriftartikelForskningpeer review

Standard

Searching for the premium beer sound. / Almiron-Chamadoira, Paula; Barbosa Escobar, Francisco Jose; Pathak, Abhishek; Spence, Charles ; Velasco, Carlos.

I: Food Quality and Preference, Bind 88, 104088, 03.2021.

Publikation: Bidrag til tidsskrift/Konferencebidrag i tidsskrift /Bidrag til avisTidsskriftartikelForskningpeer review

Harvard

Almiron-Chamadoira, P, Barbosa Escobar, FJ, Pathak, A, Spence, C & Velasco, C 2021, 'Searching for the premium beer sound', Food Quality and Preference, bind 88, 104088. https://doi.org/10.1016/j.foodqual.2020.104088

APA

Almiron-Chamadoira, P., Barbosa Escobar, F. J., Pathak, A., Spence, C., & Velasco, C. (2021). Searching for the premium beer sound. Food Quality and Preference, 88, [104088]. https://doi.org/10.1016/j.foodqual.2020.104088

CBE

Almiron-Chamadoira P, Barbosa Escobar FJ, Pathak A, Spence C, Velasco C. 2021. Searching for the premium beer sound. Food Quality and Preference. 88:Article 104088. https://doi.org/10.1016/j.foodqual.2020.104088

MLA

Almiron-Chamadoira, Paula o.a.. "Searching for the premium beer sound". Food Quality and Preference. 2021. 88. https://doi.org/10.1016/j.foodqual.2020.104088

Vancouver

Almiron-Chamadoira P, Barbosa Escobar FJ, Pathak A, Spence C, Velasco C. Searching for the premium beer sound. Food Quality and Preference. 2021 mar;88. 104088. https://doi.org/10.1016/j.foodqual.2020.104088

Author

Almiron-Chamadoira, Paula ; Barbosa Escobar, Francisco Jose ; Pathak, Abhishek ; Spence, Charles ; Velasco, Carlos. / Searching for the premium beer sound. I: Food Quality and Preference. 2021 ; Bind 88.

Bibtex

@article{b7ae3d1acc0249769ccaed96f0390c21,
title = "Searching for the premium beer sound",
abstract = "Premiumness is defined as a higher quality and more expensive variant of a product than other members of the category or reference class. Research suggests that brand associations such as premiumness can be effectively conveyed by means of different sensory cues or brand touchpoints (e.g., colours, sounds, weight). However, to date, research linking the sound of a product{\textquoteright}s packaging with premiumness is sparse. In the present study, we demonstrate for the first time that consumers can infer different levels of beer premiumness based on 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, namely sound pressure level and frequency, associated with beer can and bottle opening and pouring on premiumness perception. Experiment 2 used semantic differential scales (e.g., good-bad, passive-active) in order to evaluate the meanings that people associated with different auditory cues. The analyses revealed that participants perceive: 1) bottle opening sounds to be more premium than can opening sounds, and 2) higher pressure sounds (both opening and pouring) as more premium than the 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, highlighting the premium value of the beer and its perceived quality conveyedthrough sound.",
author = "Paula Almiron-Chamadoira and {Barbosa Escobar}, {Francisco Jose} and Abhishek Pathak and Charles Spence and Carlos Velasco",
year = "2021",
month = mar,
doi = "10.1016/j.foodqual.2020.104088",
language = "English",
volume = "88",
journal = "Food Quality and Preference",
issn = "0950-3293",
publisher = "Pergamon Press",

}

RIS

TY - JOUR

T1 - Searching for the premium beer sound

AU - Almiron-Chamadoira, Paula

AU - Barbosa Escobar, Francisco Jose

AU - Pathak, Abhishek

AU - Spence, Charles

AU - Velasco, Carlos

PY - 2021/3

Y1 - 2021/3

N2 - Premiumness is defined as a higher quality and more expensive variant of a product than other members of the category or reference class. Research suggests that brand associations such as premiumness can be effectively conveyed by means of different sensory cues or brand touchpoints (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 can infer different levels of beer premiumness based on 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, namely sound pressure level and frequency, associated with beer can and bottle opening and pouring on premiumness perception. Experiment 2 used semantic differential scales (e.g., good-bad, passive-active) in order to evaluate the meanings that people associated with different auditory cues. The analyses revealed that participants perceive: 1) bottle opening sounds to be more premium than can opening sounds, and 2) higher pressure sounds (both opening and pouring) as more premium than the 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, highlighting the premium value of the beer and its perceived quality conveyedthrough sound.

AB - Premiumness is defined as a higher quality and more expensive variant of a product than other members of the category or reference class. Research suggests that brand associations such as premiumness can be effectively conveyed by means of different sensory cues or brand touchpoints (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 can infer different levels of beer premiumness based on 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, namely sound pressure level and frequency, associated with beer can and bottle opening and pouring on premiumness perception. Experiment 2 used semantic differential scales (e.g., good-bad, passive-active) in order to evaluate the meanings that people associated with different auditory cues. The analyses revealed that participants perceive: 1) bottle opening sounds to be more premium than can opening sounds, and 2) higher pressure sounds (both opening and pouring) as more premium than the 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, highlighting the premium value of the beer and its perceived quality conveyedthrough sound.

U2 - 10.1016/j.foodqual.2020.104088

DO - 10.1016/j.foodqual.2020.104088

M3 - Journal article

VL - 88

JO - Food Quality and Preference

JF - Food Quality and Preference

SN - 0950-3293

M1 - 104088

ER -