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.
