In 1980, the Schlitz Brewing Company conducted several beer taste tests on live television during NFL football games. One hundred confirmed Budweiser drinkers (who had each signed an affidavit stating that he drank at least 12 bottles of Budweiser each week) were each served a glass of both Schlitz and Budweiser in unmarked containers. After tasting both beers, the members of the group were asked which beer they preferred. Between 45% and 55% of the participants responded that they preferred Schlitz even though they were confirmed Budweiser drinkers. Which bias can likely explain why the participants in the group displayed such strong brand allegiance to Budweiser prior to the taste test?

Question

Quizplus · Accepted Answer

The status quo bias can likely explain why the participants in the group displayed such strong brand allegiance to Budweiser prior to the taste test. This bias refers to the tendency to prefer things to stay the same and be resistant to change. As such, the participants likely preferred Budweiser simply because it was the beer they were accustomed to drinking, rather than because they believed it was objectively better than other beers.

In 1980, the Schlitz Brewing Company Conducted Several Beer Taste