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Probably Not the Best Lager in the World: Effect of Brands on Consumers’ Preferences in a Beer Tasting Experiment

We investigate the role and impact of exposure to brands in consumers’ evaluations of lager beers, and explore its relation with exposure to intrinsic information. The first objective is to study the ability of young consumers to identify their preferred beer. The second is to explore the role played by brands, under two distinct perspectives: i) whether the effect of exposure to brands is either generalized or specific to preferred beers; ii) the ability of brands to induce perception of sensory characteristics. We propose a two-stage beer tasting experiment, exploiting information both on within-subject differences across different stages, and between-subjects differences across treatments. In each stage, participants’ evaluations for three beers was elicited using an incentive-compatible mechanism. The first stage was a blind tasting, while in the second stage beers were presented together with the bottles. Our main results are the following. Consumers seem unable to identify their preferred lager beer in a blind taste. Brands affect consumers’ evaluations: after brands are revealed, average evaluations change. Although they are stronger on most preferred brands, brand effects are generalized. Finally, extrinsic information on brands also affects and induces the description of sensorial perceptions of intrinsic characteristics of beers.

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Paper provided by Cattaneo University (LIUC) in its series LIUC Papers in Economics with number 254.

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Length: 22 pages
Date of creation: Oct 2012
Date of revision:
Publication status: Published in LIUC papers, no.254, 2012 - Economia e Impresa 65
Handle: RePEc:liu:liucec:254
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  1. Hoch, Stephen J & Ha, Young-Won, 1986. " Consumer Learning: Advertising and the Ambiguity of Product Experience," Journal of Consumer Research, University of Chicago Press, vol. 13(2), pages 221-33, September.
  2. Combris, Pierre & Lange, Christine & Issanchou, Sylvie, 2007. "Product Information, Hedonic Evaluation, and Purchase Decision: an Experimental Study of Orange Juice," Journal of Wine Economics, Cambridge University Press, vol. 2(01), pages 40-54, March.
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