arbiter
JournalsAccount

Cheers! Examining Message Congruency Effects for No/low-Alcohol Beer

Brian R. Kinard

Journal of Food Products Marketing2024https://doi.org/10.1080/10454446.2024.2346316article
ABDC B
Weight
0.46

Abstract

Given consumers desire to prioritize their physical health, there has been a marked growth in the alcohol beverage industry toward the production of no and low-alcohol beer (NLAB). While NLAB offerings have attracted a lot of attention on the store shelves, little academic research has been given to exploring consumer perceptions of appeals used in product messaging. Utilizing a between-subjects experimental design, results from 287 participants suggest that congruent advertising appeals can play a meaningful role in influencing certain consumer response behavior to NLAB products. Specifically, consumers exposed to messaging that is congruent with their value-expressive or social adjustive attributes of self-concept had higher NLAB purchase/trial intentions. Practical implications for beverage manufacturers and directions for future research are provided.

3 citations

Open via your library →

Cite this paper

https://doi.org/https://doi.org/10.1080/10454446.2024.2346316

Or copy a formatted citation

@article{brian2024,
  title        = {{Cheers! Examining Message Congruency Effects for No/low-Alcohol Beer}},
  author       = {Brian R. Kinard},
  journal      = {Journal of Food Products Marketing},
  year         = {2024},
  doi          = {https://doi.org/https://doi.org/10.1080/10454446.2024.2346316},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Cheers! Examining Message Congruency Effects for No/low-Alcohol Beer

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.46

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.36 × 0.4 = 0.14
M · momentum0.57 × 0.15 = 0.09
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.