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Journal of the Association for Consumer Research

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Consumers -- Research, Drinking of alcoholic beverages -- Psychological aspects, Drinking of alcoholic beverages -- Effect of weight of glassware on, Drinking behavior


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.


This is the publisher's PDF. © 2016 the Association for Consumer Research.

Original published in the JACR, volume 1, number 4 and can be found online at:



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Available for download on Wednesday, August 30, 2017