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Advisor(s)
Abstract(s)
Non-alcoholic beer (NAB) may be a healthier alternative to wine and beer consumption, however has little
appeal to consumers. Conceptualisations, i.e. functional and emotional associations that consumers
have with foods/beverages, were explored to understand how NAB consumption is perceived, and compared
to beer and wine conceptualisations in the Netherlands and Portugal. A qualitative study was performed
using a focus group approach with moderate consumers of both countries (n = 56). Content
analysis followed by correspondence analysis were used to explore conceptualisations. This study
showed similar conceptualisations of the beverages in both countries. NAB has a limited conceptual content,
which is mostly functional as a substitute. Beer and wine are rich in both functional and emotional
content. Wine is associated with positive low arousal emotional responses, such as calm and loving. Beer
is associated with positive high arousal emotional responses, such as adventurous and energetic. NAB
evokes neutral and negative emotional responses, such as rational, conscious, and disappointed. The difference
in conceptualisations of NAB versus beer/wine might be why NAB is not adopted more widely as a
substitute as it does not deliver a comparable emotional response to consumers. NAB should be treated as
a beverage in its own right and it might be wise to avoid direct conceptual comparisons with beer. Should
the image of NAB be communicated and understood with positive and high arousal associations, such as
energetic and convivial, in communication and advertisements, a higher level of congruency between
expectation and experience could be achieved.
Description
Keywords
Conceptualisations Emotions Beverage choice Drinking behaviour Qualitative research Cross-cultural Beer Wine Non-alcoholic beer
Pedagogical Context
Citation
SILVA, Ana Patricia; JAGER, Gerry; BOMMEL, Roelien van; ZYL, Hannelize van; VOSS, Hans-Peter; HOGG, Tim; PINTADO, M. E.; GRAAF, Cees de - Functional or emotional? how dutch and portuguese conceptualise beer, wine and non-alcoholic beer consumption. Food Quality and Preference. ISSN 0950-3293. Vol. 49 (2016), p. 54-65
Publisher
Elsevier