Just thinking about tequila, whiskey or wine shifts your mindset – new research

By Logan Pant, Assistant Professor of Marketing, University of Evansville

Thinking about certain types of alcohol can alter your mood and trigger certain mindsets, especially among young consumers. For instance, tequila calls up a party mindset, whiskey activates a masculine mindset, and wine primes a sophistication mindset.

Those are the key takeaways of a new study my team and I published in the journal Young Consumers.

We carried out four studies with 429 total participants to examine the cultural themes and moods people associate with different types of alcohol.

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