Consumers emotional response to beer, influence of packaging

29 October 2015

Researchers at the Universidad Politécnica de Madrid (UPM) carried out a study to assess how sensory attributes and the packaging of 10 different lager beers can trigger emotional response after the tasting. These findings can lead to the product innovation in terms of market positioning, promotion and marketing campaigns.
Results show that the packaging impact on emotional response is higher than the impact caused by sensory properties of the beers. In fact, the emotional profile can be highlighted or mitigated in some cases depending on the product. An article about the research is published in the Journal of the American Society of Brewing Chemists (News Item UPM, 15 October 2015).
Click here for the news item.
Click here for an abstract of the published article.

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