Can, Cup, or Bottle? The Influence of Beverage Vessel on Taste and Willingness to Pay

Keywords

Taste perceptions; Willingness to pay; Package shape; Beverage evaluation; Extrinsic cues; Beverage presentation

Abstract

This study examines the influence of beverage service vessel on taste evaluations and willingness to pay through two experiments, each with four conditions: an aluminum can, a glass cup, a plastic cup, and a glass bottle. Study 1, a virtual scenario-based design with 141 participants, showed that taste expectations and willingness to pay were lowest for the beverage served in the aluminum can and that taste expectations mediated the effect of beverage vessel on willingness to pay. Study 2, a lab-based experiment with 82 participants, assessed taste perceptions and willingness to pay. Study 2 replicated the results of Study 1 in a live context with real consumption, extending the findings from expectations to actual perceptions. Theoretical and practical implications of these results are discussed.

Publication Date

1-1-2019

Number of Pages

194-205

Document Type

Article

Language

English

Source Title

International Journal of Hospitality Management

Volume

76

Issue

Part A

College

Rosen College of Hospitality Management

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