Effect of glass shape on subjective and behavioral consumer responses in a real-life context of drinking consumption

Consumers expressed higher levels of satisfaction regarding the volume in the case of the drinks served in the tall glass. The study of drinking dynamics identified a 'decelerated' and an 'accelerated' pattern of consumption. The results show that glass shape influences the dynamics of drink intake of an alcoholic beverage, with a more decelerated pattern in the case of the short glass. These results confirm, in a real-life context, that the glass shape influences both consumers' behavioral and subjective responses, reiterating the importance of the container in the experience of consumption of an alcoholic beverage.