• Corpus ID: 55946816

PROBABLY NOT THE BEST LAGER IN THE WORLD: EFFECT OF BRANDS ON CONSUMERS' PREFERENCES IN A BEER TASTING EXPERIMENT *

@article{Galizzi2012PROBABLYNT,
  title={PROBABLY NOT THE BEST LAGER IN THE WORLD: EFFECT OF BRANDS ON CONSUMERS' PREFERENCES IN A BEER TASTING EXPERIMENT *},
  author={Matteo M. Galizzi and Christian Garavaglia},
  journal={Research Papers in Economics},
  year={2012}
}

• M. Galizzi, C. Garavaglia
• Published 1 October 2012
• Business
• Research Papers in Economics

We investigate the role and impact of exposure to b rands in consumers’ evaluations of lager beers, and explore its relation with exposure to in trinsic information. The first objective is to study the ability of young consumers to identify th eir preferred beer. The second is to explore the role played by brands, under two distinct persp ectives: i) whether the effect of exposure to brands is either generalized or specific to preferr ed 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 diffe rences across different stages, and betweensubjects differences across treatments. In each sta ge, participants’ evaluations for three beers was elicited using an incentive-compatible mechanis m. The first stage was a blind tasting, while in the second stage beers were presented together w ith 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 rev ealed, average evaluations change. Although they are stronger on most preferred brands, brand e ffects are generalized. Finally, extrinsic information on brands also affects and induces the description of sensorial perceptions of intrinsic characteristics of beers.