The Asymmetric Emotional Associations to Beverages: An Approach through the Theory of Positive Asymmetry
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The Asymmetric Emotional Associations to Beverages: An Approach through the Theory of Positive AsymmetryDate
2021Citation
Calvo-Porral C, Rivaroli S, Orosa-González J. The Asymmetric Emotional Associations to Beverages: An Approach through the Theory of Positive Asymmetry. Foods. 2021; 10(4):794. https://doi.org/10.3390/foods1004079
Abstract
[Abstract] Consumers experience mainly positive emotions in response to food products, and the
reason is that, for most individuals, eating and drinking is a pleasurable experience. On this premise,
in light of the Theory of Positive Asymmetry, this study answers the following question: “What
emotions prevail in beverage consumption?” A MANOVA test was developed comparing emotions associated with spirits (n = 247), alcoholic beverages (n = 560) and non-alcoholic beverages (n = 254). The
findings report that the positive asymmetry of emotions occurs in beverage consumption, regardless
of the type of beverage product, since pleasant or positive emotions are primarily associated with
beverages’ consumption. The analysis suggests that individuals predominantly associate beverages
with pleasant emotions, regardless of the type of beverage, while the level of alcohol content seems
to be influencing the different emotions and affect. The research results provide valuable insights to
help managers and marketers understand the choice and preference for different beverages.
Keywords
Beverages
Emotions
Consumption
Theory of Positive Asymmetry
Satisfaction
Emotions
Consumption
Theory of Positive Asymmetry
Satisfaction
Editor version
Rights
Atribución 4.0 Internacional
ISSN
2304-8158