Having a drink in a bar

This paper aims to evaluate the effect of context on food choices. Two studies are presented to test the potential of an immersive approach to help understanding contextual influences on drink choices. To generate contextual effects, two bar-like environments based on the idea of “having a drink in a bar” were created: one with wood furniture and one with blue furniture. In both immersive bars, clips with visual and music stimuli were projected on a wall to change the overall warmth of the ambience. In the first study, five different clips were projected. Participants in the immersive bars had to choose a drink within a large range of drinks for each projected clip. Results showed that these elements were sufficient to have an influence on declarative drink choices. Beverages were selected according to perceptual, semantic or cognitive associations between the drink and the clips. The second study was designed to evaluate the robustness of the method. Participants had to choose between five beers in one ambience. Again results showed that drink choices were different according to the ambience. These findings suggest that the immersive approach presented in this paper might be a good tool to explore the integrated influence of contextual variables on food and drink choices.

Highlights Investigation of contextual effect on drink choices with an immersive approach. ► Creation of two immersive bars evoking different levels of warmth. ► Drink choices in the immersive bars made according to perceptual or semantic associations. ► The immersive bars seem to be a good tool to explore contextual influences on drink choices.Friends, laughter, celebrations, entertainment--fun! These are the things that might come to your mind when you think about owning your own bar as you imagine rooms filled with friendly conversation, music and people enjoying themselves. If you're thinking of opening a sports bar, you might envision an exciting game on big-screen TVs with everyone cheering and having a great time. Owning a bar sounds like the perfect life to many potential entrepreneurs, but it's not always fun and games behind the scenes.

Owning your own bar/club can mean long hours, meticulous attention to detail, giving up vacations and weekends, and sometimes dealing with unruly customers. But if you have a clear vision, do your homework and learn the ins and outs of the business, it can also translate into a rewarding and financially successful enterprise.The Stats

Although people still gather to socialize in bars, just as they have for hundreds of years, other factors have come into play for the industry as well. Problems with driving while intoxicated have changed the drinking patterns of people in United States. The growing concern with health and fitness toward the end of the 20th century took its toll on the bar industry. Keeping tabs on this industry requires a look at the alcoholic beverage industry as a whole--what people buy in the store doesn't differ much from what they buy in a bar. The distilled spirits industry generates around $100 billion in U.S. economic activity annually, according to the Distilled Spirits Council, a national trade association.

You have some pretty tough competition out there. But you're not just competing with the other Successful new bars can be in the black within the first six months, and they can go on to recover their initial investment within three to five years. However, like many new businesses, the statistics for bars aren't in favor of the startup. Why do they fail? The first reason is they didn't have enough capital to keep the business going. The second reason is a lack of knowledge about the business.

From a personal perspective, you need to ask yourself if you're really the type of person who wants to own and run a bar. Of course, you don't have to run it if you own it, but you'd better make sure you have a team of good, trustworthy managers working for you if you plan to be "hands off." In the beginning, you will probably have to be greatly involved whether you plan to be an active owner or not. If you're the kind of person who would rather deal with paperwork or sit in an office where you don't have to talk to people, this business is not for you. You will need to be out there talking to people and shaking hands.