Functional or emotional? How Dutch and Portuguese conceptualise beer, wine and non-alcoholic beer consumption

Ana Patricia Silva, Gerry Jager, Roelien van Bommel, Hannelize van Zyl, Hans Peter Voss, Tim Hogg, Manuela Pintado, Kees de Graaf

Research output: Contribution to journalArticleAcademicpeer-review

25 Citations (Scopus)

Abstract

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.

LanguageEnglish
Pages54-65
JournalFood Quality and Preference
Volume49
DOIs
Publication statusPublished - 2016

Fingerprint

Wine
beers
wines
Arousal
beverages
Beverages
Food and Beverages
Portugal
focus groups
Focus Groups
Netherlands
Communication

Keywords

  • Beer
  • Beverage choice
  • Conceptualisations
  • Cross-cultural
  • Drinking behaviour
  • Emotions
  • Non-alcoholic beer
  • Qualitative research
  • Wine

Cite this

Silva, Ana Patricia ; Jager, Gerry ; van Bommel, Roelien ; van Zyl, Hannelize ; Voss, Hans Peter ; Hogg, Tim ; Pintado, Manuela ; de Graaf, Kees. / Functional or emotional? How Dutch and Portuguese conceptualise beer, wine and non-alcoholic beer consumption. In: Food Quality and Preference. 2016 ; Vol. 49. pp. 54-65.
@article{79b28d849589496fb4070ce06cec3cb9,
title = "Functional or emotional? How Dutch and Portuguese conceptualise beer, wine and non-alcoholic beer consumption",
abstract = "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.",
keywords = "Beer, Beverage choice, Conceptualisations, Cross-cultural, Drinking behaviour, Emotions, Non-alcoholic beer, Qualitative research, Wine",
author = "Silva, {Ana Patricia} and Gerry Jager and {van Bommel}, Roelien and {van Zyl}, Hannelize and Voss, {Hans Peter} and Tim Hogg and Manuela Pintado and {de Graaf}, Kees",
year = "2016",
doi = "10.1016/j.foodqual.2015.11.007",
language = "English",
volume = "49",
pages = "54--65",
journal = "Food Quality and Preference",
issn = "0950-3293",
publisher = "Elsevier",

}

Functional or emotional? How Dutch and Portuguese conceptualise beer, wine and non-alcoholic beer consumption. / Silva, Ana Patricia; Jager, Gerry; van Bommel, Roelien; van Zyl, Hannelize; Voss, Hans Peter; Hogg, Tim; Pintado, Manuela; de Graaf, Kees.

In: Food Quality and Preference, Vol. 49, 2016, p. 54-65.

Research output: Contribution to journalArticleAcademicpeer-review

TY - JOUR

T1 - Functional or emotional? How Dutch and Portuguese conceptualise beer, wine and non-alcoholic beer consumption

AU - Silva, Ana Patricia

AU - Jager, Gerry

AU - van Bommel, Roelien

AU - van Zyl, Hannelize

AU - Voss, Hans Peter

AU - Hogg, Tim

AU - Pintado, Manuela

AU - de Graaf, Kees

PY - 2016

Y1 - 2016

N2 - 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.

AB - 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.

KW - Beer

KW - Beverage choice

KW - Conceptualisations

KW - Cross-cultural

KW - Drinking behaviour

KW - Emotions

KW - Non-alcoholic beer

KW - Qualitative research

KW - Wine

U2 - 10.1016/j.foodqual.2015.11.007

DO - 10.1016/j.foodqual.2015.11.007

M3 - Article

VL - 49

SP - 54

EP - 65

JO - Food Quality and Preference

T2 - Food Quality and Preference

JF - Food Quality and Preference

SN - 0950-3293

ER -