How alcohol brands balance the creation of hedonic experiences with the transmission of responsible consumption messages

Abstract

What is the importance of responsible alcohol consumption? How can a brand achieve maximum sales while balancing the creation of pleasurable experiences with the transmission of responsible drinking messages? How can our emotions affect consumption behaviors and habits? These are some of the questions analyzed in this thesis, as it is crucial to understand how emotions and responsible consumption habits relate to the hedonic experience and marketing of alcoholic beverage brands. An experimental study placed participants in a social context of a dinner with friends and confronted them with positive, negative, and neutral responsible drinking messages. It was found that the message conveyed by the brand does not have a significant impact on the consumer's intention to reduce their alcohol consumption. However, the emotions elicited by marketing campaigns are key to changing consumers' purchasing and consumption habits. Differences in participant behavior were also noted depending on the scenario they were confronted with. These campaigns were linked to the Carlsberg brand, resulting in an analysis that revealed the importance of the level of familiarity with the brand in the perception and experience of the consumer.

Date of Award	26 Jun 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Niza Braga (Supervisor)