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Cheers to Haptic Sensations and Alcohol Consumption: How Glassware Weight Impacts Perceived Intoxication and Positive Emotions

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  • Courtney Szocs
  • Dipayan Biswas
  • Adilson Borges

Abstract

People often consume alcohol as a means of emotional control. More specifically, people frequently consume alcohol to enhance positive feelings (e.g., happiness) and reduce negative feelings (e.g., stress, tension). The results of two field studies and one laboratory study showed that holding the volume of alcohol consumed constant and varying the haptic (i.e., weight) sensations individuals experience during consumption can influence these emotional responses and also perceived intoxication. Specifically, we manipulated haptic weight sensations by varying the weight of the cup/container (e.g., champagne flute) alcohol was consumed from and showed that consuming champagne from lighter (vs. heavier) flutes leads to enhanced positive feelings, reduced negative feelings, and increased perceived intoxication.

Suggested Citation

  • Courtney Szocs & Dipayan Biswas & Adilson Borges, 2016. "Cheers to Haptic Sensations and Alcohol Consumption: How Glassware Weight Impacts Perceived Intoxication and Positive Emotions," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(4), pages 569-578.
    • Handle: RePEc:ucp:jacres:doi:10.1086/688219
    DOI: 10.1086/688219
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    References listed on IDEAS

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    1. Aradhna Krishna & Maureen Morrin, 2008. "Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 807-818, October.
    2. Dwyer-Lindgren, L. & Flaxman, A.D. & Ng, M. & Hansen, G.M. & Murray, C.J.L. & Mokdad, A.H., 2015. "Drinking patterns in US counties from 2002 to 2012," American Journal of Public Health, American Public Health Association, vol. 105(6), pages 1120-1127.
    3. Aradhna Krishna, 2006. "Interaction of Senses: The Effect of Vision versus Touch on the Elongation Bias," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(4), pages 557-566, March.
    4. Dipayan Biswas & Courtney Szocs & Aradhna Krishna & Donald R. Lehmann, 2014. "Something to Chew On: The Effects of Oral Haptics on Mastication, Orosensory Perception, and Calorie Estimation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(2), pages 261-273.
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    Cited by:

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    2. Madzharov, Adriana V., 2019. "Self-Control and Touch: When Does Direct Versus Indirect Touch Increase Hedonic Evaluations and Consumption of Food," Journal of Retailing, Elsevier, vol. 95(4), pages 170-185.
    3. Togawa, Taku & Park, Jaewoo & Ishii, Hiroaki & Deng, Xiaoyan, 2019. "A Packaging Visual-Gustatory Correspondence Effect: Using Visual Packaging Design to Influence Flavor Perception and Healthy Eating Decisions," Journal of Retailing, Elsevier, vol. 95(4), pages 204-218.

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