increase with beer consumption?"

increase with beer consumption?"

Master Thesis Msc Marketing Management

University of Groningen Faculty of Economics and Business Lauren Weijers s1706772

Supervisor Prof. Dr. B.M. Fennis Second supervisor Dr. D. Trampe

Table of contents

Introduction

› Netherlands: 7-8 bottles or glasses of beer per week › Even higher in USA, Australia, UK

› Novelty seeking behaviour Alcohol consumption

› But the other way around?

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Sources

Theoretical Framework - Definitions

› Novelty seeking behaviour

"The level of variety that consumers prefer in their choices in order to be optimally stimulated.“

› Low beer dosage vs high beer dosage › Tipsy after 3-7 glasses of alcohol › Standard glass: 0.2 promille

› Car drivers: max 0.5 promille

› Low = 0-2 glasses of beer › High = ≥3 glasses of beer

Sources

› Alcohol intake Risk seeking behaviour

› Risk seeking behaviour Novelty seeking behaviour

› Hence,

Alcohol intake Novelty seeking behaviour (H1)

Theoretical Framework – Hypotheses (1)

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Sources

› Participants primed with certain behaviour or stereotypes are more

inclined to behave consistent with the characteristics of that behaviour or stereotype.

› BUT, group context vs isolation!

› Priming with beer consumption Novelty seeking behaviour (H2)

Theoretical Framework – Hypotheses (2)

Sources

Bargh, Chen and Burrows 1996 McMillen, Smith and Wells-Parker 1989 Sayette et al. 2012

Theoretical Framework – Hypotheses (3)

› Effects of priming same in all situations

› Several studies found a moderating role of the prime

› Alcohol intake Novelty seeking behaviour

Priming people with beer consumption (H3)

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Sources

› 2x2 between subjects factorial design

• ‘level of beer consumption; low vs high’ • ‘primed with beer consumption; yes vs no’ › 96 Participants; 54 males and 42 females

1. Approach

2. Scrambled sentence test 3. DV – M&M task

4. DV – candy bar task

5. Novelty seeking as personality trait 6. Control variables

7. Debriefing

Research design

Sources

Results

› ANOVA no significance

› ANCOVA – candy bar task no significance

› ANOCVA – M&M task gender (F(1.85) = 5.57, p = 0.02) needstate (F(1.85) = 4.83, p = 0.03)

› Males engage in more novelty seeking behaviour than females (M = 4.41, SD = 1.17) vs (M = 3.93, SD = 1.35)

Conclusions and recommendations (1)

› H1; not supported

› Beer consumption vs alcohol consumption › Actual consumption; only beer was measured

› H2; not supported

› Group context vs isolation

› Concentration and frequency of primes › Environment

› H3; not supported › Related to H2

Sources

Conclusions and recommendations (2)

› Effect of gender Marketing outings adjusted

e.g. more emphasis on the innovative aspects of products during commercial breaks (‘male’ tv shows)

› Needstate Future research recommended