How product name influences liking and emotions when drinking beer or non-alcoholic beer

Beer and non-alcoholic beer (NAB) derive from the same raw materials and have a similar appearance but have different flavours and evoke different functional and emotional associations in consumers. This raised the question how conceptual information based on the previous experiences with beer/NAB might affect consumers' responses to actual consumption. This was tested by studying how the product name, “BEER” or “NON-ALCOHOLIC BEER”, influences the liking and emotions elicited, before and after drinking BEER and NAB in a realistic context, a bar. Consumers (n = 155) performed four sessions, drinking one glass of BEER or NAB, unbranded, in four conditions. BEER and NAB was presented with its name corresponding or not corresponding to actual content. Liking and emotions were scored in questionnaires, before and after drinking. Results showed that the hedonic scores (liking) of NAB increased significantly when it was called “BEER” and made participants feel significantly more fulfilled and more amused. Labelling BEER as “NAB” did not change the liking of beer but had a greater and negative impact on emotions. Participants felt less excited and pleased and more disappointed.

The negative emotional associations triggered by the product name “NAB” may be related to memories of avoiding alcohol consumption in specific moments, which might have lowered the hedonic evaluation of NAB. This study extended the knowledge on factors affecting beverage choice (BEER versus NAB) and to understanding the lower acceptability of NAB consumption