TY - JOUR
T1 - Effects of Visual Cues and Social Density on Beverage Consumption
T2 - A Field Experiment in a Bar
AU - Kim, Min Gyung
AU - Yang, Hyunjoo
AU - Mattila, Anna S.
N1 - Funding Information:
The author(s) disclosed receipt of the following financial support for the research, authorship, or publication of this article: This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (grant no. NRF-2017S1A5A8021353).
Publisher Copyright:
© The Author(s) 2021.
PY - 2022/5
Y1 - 2022/5
N2 - We conducted a randomized controlled field study to explore the effectiveness of sensory marketing on beverage consumption patterns in a real bar setting. Specifically, we examined (a) the effect of visual elements (i.e., consumption-inducing text messages on coasters), (b) the effect of social density, and (c) the joint effect of visual elements and social density. We manipulated coaster type (visual consumption-inducing messages either present or absent), measured social density, and collected sales data. The results show that visual elements have a significant effect on beverage consumption, but social density does not. The joint effect between the two factors is significant such that the effect of visual elements is higher when social density is low. This study contributes to the sensory marketing literature by revealing the interaction between visual and spatial cues in a field setting.
AB - We conducted a randomized controlled field study to explore the effectiveness of sensory marketing on beverage consumption patterns in a real bar setting. Specifically, we examined (a) the effect of visual elements (i.e., consumption-inducing text messages on coasters), (b) the effect of social density, and (c) the joint effect of visual elements and social density. We manipulated coaster type (visual consumption-inducing messages either present or absent), measured social density, and collected sales data. The results show that visual elements have a significant effect on beverage consumption, but social density does not. The joint effect between the two factors is significant such that the effect of visual elements is higher when social density is low. This study contributes to the sensory marketing literature by revealing the interaction between visual and spatial cues in a field setting.
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U2 - 10.1177/1938965520985498
DO - 10.1177/1938965520985498
M3 - Article
AN - SCOPUS:85099385616
SN - 1938-9655
VL - 63
SP - 182
EP - 194
JO - Cornell Hospitality Quarterly
JF - Cornell Hospitality Quarterly
IS - 2
ER -