Document Type
Journal Article
Publication Date
1-2019
Publication Title
International Journal of Hospitality Management
Department
Management, Marketing and Business Administration
College/School
Arthur J. Bauernfeind College of Business
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.
Recommended Citation
Lefebvre, S., & Orlowski, M. (2019). Can, cup, or bottle? The influence of beverage vessel on taste and willingness to pay. International journal of hospitality management, 76, 194-205.
Comments
This is an Accepted Article published by Elsevier in International Journal of Hospitality Management, available at https://doi.org/10.1016/j.ijhm.2018.05.009