Influence of information about manufacturing process on beer acceptability

Abstract

The purpose of this study is to investigate the extent to which consumer information concerning the manufacturing processes of beer can influence how acceptable the product is to the consumer. In this study subjects were informed that the beer had been produced (1) using genetically modified yeast; (2) with organic barley and hops, and (3) using traditional brewing technology. Three products were selected to represent high, moderate and low acceptability. A blind evaluation of the selected samples was followed by an assessment of the subjects' expectations of the sample products based on the different information about product processing. The impact of these expectations on liking after tasting the product was examined and demonstrated that information regarding manufacturing technology is capable of modifying the consumers' liking of beer. The disconfirmation that occurred as a result of different product–information combinations revealed that liking moved towards their expectations (assimilation). However assimilation was not complete, indicating that sensory properties of products were important in determining perceived quality. Finally, the present study does not entirely confirm findings of previous research. Combining different information with different levels of product liking may lead to a better understanding of the asymmetry of disconfirmation.