"Having a drink in a bar": An immersive approach to explore the effects of context on drink choice
UT: 000315557500004; International audience; This paper aims to evaluate the effect of context on food choices. Two studies are presented to test the potential of an immersive approach to help understanding contextual influences on drink choices. To generate contextual effects, two bar-like environments based on the idea of "having a drink in a bar" were created: one with wood furniture and one with blue furniture. In both immersive bars, clips with visual and music stimuli were projected on a wall to change the overall warmth of the ambience. In the first study, five different clips were projected. Participants in the immersive bars had to choose a drink within a large range of drinks for …
"I see therefore I drink" - Contextual interactions between beers, packaging and pictures in an immersive bar
International audience
Investigating consumers' representations of beers through a free association task: A comparison between packaging and blind conditions
International audience; Food behavior has been shown to be influenced by top-down processes such as expectations generated from the mental representations of product. Investigating how a product is represented in consumers' mind is therefore essential to a better understanding of food behavior. As traditional and typical products are particularly prone to expectation effects, these products are well suited to explore consumer's mental representations. Among traditional products, beers are certainly of interest for both product development and marketing. A free association task was conducted in two evaluation conditions. Participants were asked to state what came to their mind while evaluati…