Cookies on this website

We use cookies to ensure that we give you the best experience on our website. If you click 'Accept all cookies' we'll assume that you are happy to receive all cookies and you won't see this message again. If you click 'Reject all non-essential cookies' only necessary cookies providing core functionality such as security, network management, and accessibility will be enabled. Click 'Find out more' for information on how to change your cookie settings.

© 2015 Elsevier Ltd. Two studies are reported in which the effect of glassware was investigated on subjective ratings of, and willingness-to-pay for, alcoholic drinks. Participants from China (Study 1) and the USA (Study 2) viewed online photographs of red wine, white wine, beer, whisky, and Chinese baijiu presented in 6 different glasses, including a narrow, wide, or stemless wine glass, a highball or rocks glass, and a beer mug. They rated liking, familiarity, and congruency (between the drink and the glassware), as well as how much they would be willing to pay for the drinks. Both the type of drink and the type of glassware influenced participants' subjective ratings of, and willingness-to-pay for, the drinks. The red and white wine were liked more, and people were willing to pay significantly more for if they thought that the glassware was congruent with the contents. These findings highlight the influence of content-context congruency on consumers' subjective ratings and willingness-to-pay.

Original publication




Journal article


Food Quality and Preference

Publication Date





101 - 110