Can, cup, or bottle? The influence of beverage vessel on taste and willingness to pay

This study examines the influence of beverage service vessel on taste evaluations and willingness to pay through two experiments, each with four conditions: an aluminum can, a glass cup, a plastic cup, and a glass bottle. Study 1, a virtual scenario-based design with 141 participants, showed that taste expectations and willingness to pay were lowest for the beverage served in the aluminum can and that taste expectations mediated the effect of beverage vessel on willingness to pay. Study 2, a lab-based experiment with 82 participants, assessed taste perceptions and willingness to pay. Study 2 replicated the results of Study 1 in a live context with real consumption, extending the findings from expectations to actual perceptions. Theoretical and practical implications of these results are discussed.