Effects of Visual Cues and Social Density on Beverage Consumption: A Field Experiment in a Bar

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.