O-14
Eyes and ears: The impact of beer appearance and story-line on perceived
quality. Consumers, especially those without a formal training in beer flavor, are
prepared to make judgements on beer quality on the basis of its appearance
(foam, color) and even on a "story-line" used to describe that beer, e.g. its
mode of production and traditional values. The relative importance of actual
differences in beer flavor (e.g. stale, lightstruck) as opposed to perceived
values (e.g. package type) have been explored, as has the extent of awareness
that customers have for the nature and production of beer.
Charlie Bamforth is the Anheuser-Busch Endowed Professor of Malting &
Brewing Sciences at the University of California, Davis. He is the author of
numerous papers on scientific issues from barley through to beer at point of
sale and has written several books.
CHARLES W. BAMFORTH, Michael A. O'Mahony, and John E. Smythe. University of
California, Davis.