# Effects of repeated exposure to full portions of non-alcoholic beers at home on sensory perception, satisfaction, wanting, and purchase intent

Takahiro Wakihira, Michel Visalli, Pascal Schlich

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Takahiro Wakihira, Michel Visalli, Pascal Schlich. Effects of repeated exposure to full portions of non-alcoholic beers at home on sensory perception, satisfaction, wanting, and purchase intent. 16th Pangborn Sensory Science Symposium, Aug 2025, Philadelphia (US), United States. **hal-05228012**

HAL Id: hal-05228012

https://hal.science/hal-05228012v1

Submitted on 28 Aug 2025

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# Effects of repeated exposure to full portions of non-alcoholic beers at home on sensory perception, satisfaction, wanting, and purchase intent

Takahiro Wakihira<fnref n="1" />,<fnref n="2" />,*, Michel Visalli<fnref n="2" />,<fnref n="3" />, Pascal Schlich<fnref n="2" />,<fnref n="3" />

Asahi
GROUP

INRAE

<figure><img src="image_2.png" /></figure>

Centre des Sciences
du Goût et de
l'Alimentation

<footnote n="1">¹ Brewing Science Laboratories, ASAHI QUALITY & INNOVATIONS, LTD.</footnote>

<footnote n="2">² Centre des Sciences du Goût et de l'Alimentation, Institut AgroSup Dijon, CNRS, INRAE, Université de Bourgogne Europe</footnote>

<footnote n="3">³ INRAE, PROBE Research Infrastructure, ChemoSens Facility</footnote>
* Non-alcoholic beers (NABs) often fail to satisfy beer drinkers who are unfamiliar with these products.

* However, previous sensory research indicated that repeated exposure can increase familiarity and potentially enhance enjoyment of less commonly consumed foods and beverages.
* To assess whether repeated exposure to NABs could influence sensory perception, satisfaction, wanting and purchase intent.

* To evaluate whether these effects vary depending on:

i. frequency and duration of exposure,

ii. consumers' familiarity with NABs (users vs. non-users),

iii. differences in sensory product characteristics.
Full portions of **two different NABs** 16 times in total,
**8 repetitions per product**, presented in a randomized order

**"More Frequent with Shorter Duration"**
(MFSD)

<figure><img src="image_3.png" /></figure>

Over four weeks

**"Less Frequent with Longer Duration"**
(LFLD)

<figure><img src="image_4.png" /></figure>

Over eight weeks

Beer consumers
(n = 196)

Beer alternatives*

<table><tr><td>Users<br>(n = 67)</td><td>Non-users<br>(n = 129)</td></tr></table>

Beer consumers
(n = 199)

Beer alternatives*

<table><tr><td>Users<br>(n = 67)</td><td>Non-users<br>(n = 132)</td></tr></table>

Note*: Beer alternatives were defined as reduced- or non-alcoholic beers containing less than 1% alcohol by volume.
Results
Sensory characteristics of the two NABs

<figure><img src="image_5.png" /></figure>

✓ Product A was perceived as having significantly **stronger aftertaste and body** than Product B, by both non-users and users.

✓ **Carbonation** was the only attribute perceived as **stronger** in **Product B** than in **Product A**, particularly among non-users.

*Note: Means with two different letters are significantly different (p < 0.05).*
Repeated exposure effects as measured by regression slopes

✓ Overall, the results were consistent between the MFSD and LFLD groups.

✓ Opposing trends were observed between Product A and Product B; in both non-users and users, **negative repeated exposure effects were observed for Product A**, while **positive repeated exposure effects were observed for Product B**.

<figure><img src="image_6.png" /></figure>

Note: Slopes with an asterisk show a significant effect of repeated exposure (p < 0.05).
Comparison between Exposure 1 and Exposure 8 across user groups

✓ Although repeated exposure led to divergent effects—negative for Product A and positive for Product B—non-users rated both NABs equally at Exposure 8.

✓ At Exposure 8, non-users continued to show significantly lower ratings than users for both NABs in terms of purchase intent.

<figure><img src="image_7.png" /></figure>

Note: Mean score with an asterisk is significantly higher than the other mean score (p < 0.05).
Conclusions
✓ The effects of repeated exposure differed between the products: one had a **positive** effect, while the other had a **negative** effect on satisfaction, wanting, and purchase intent.

✓ The product characterized by a stronger perception of **carbonation** had a **positive** effect on *wanting* and *purchase intent*.

✓ The product with a more pronounced **aftertaste** and **body** had a **negative** effect on **satisfaction**.

✓ Despite eight repeated exposures, non-users continued to show significantly lower levels of purchase intent compared to users for both NABs, although the magnitude of these differences decreased over time.

✓ These findings highlight the challenges in encouraging non-users to develop a habit of consuming NABs.
Thank you for your attention!