Influence of Beer Brand Identification
on Taste Perception
As a company tries to find the factors accounting for
strong and weak markets, typical consumer e:q)lanations for both tend to be about the physical attributes
of the product. That is, the product quality often becomes both the hero and the culprit, like Dr. Jekyll
and Mr. Hyde, but with the hideous reversal coming
not by night but by market. The experiment presented
in this paper was also designed to give rough measurements of the magnitude of the marketing infiuences.
Unidentified and then labeled botties of beer were delivered to homes of taste testing participants on successive weeks. The drinkers' taste test ratings provided
the data for the study