Purpose

The purpose of this paper was to evaluate the differences between common Brazilian beer and pure malt beer in the responses of hedonic scaling, willingness to pay and emotional response.

Design/methodology/approach

Two types of beer were selected to be tested – a common beer: Pilsen Skol and pure malt beer: Pilsen Eisenbahn. All the analysis was conducted under three labeling conditions: blind; labeled; inverted label with 70 participants in each test. A nine-point hedonic scale evaluated the acceptance. The consumer was questioned how much he/she would be willing to pay for a bottle of beer that he/she tasted. A questionnaire was elaborated based on the EsSense profile to evaluate emotions; 25 emotions were evaluated using a five-point scale. The socioeconomic status was defined based on consumer's household characteristics.

Findings

The acceptance score, positive emotions and willingness to pay were higher for pure malt beer in the labeled test and for common beer (labeled as pure malt) in the inverted test. The findings highlight that information, such as beer type and socioeconomic status, could influence consumer responses by altering hedonic perceptions, emotions and commercial value attributed to different beers. In general, the beer type did not affect the evaluated variables.

Practical implications

Brewing industry should explore in their marketing strategies and state clearly the pure malt label. In restaurants, owners can explore pure malt beers as a strategy for garnering different customer profiles. Technological and production investments should be encouraged to reduce the product price, favoring the final consumer.

Originality/value

This study contributes to understanding the growth in the consumption of pure malt beers in Brazil. Moreover, it brings an overview of the influence of the label/information on regular Brazilian consumers.

中文翻译：

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对巴西不同类型啤酒的享乐，情感和支付意愿的反应

目的

本文的目的是评估享乐水垢反应，支付意愿和情绪反应在巴西普通啤酒和纯麦芽啤酒之间的差异。

设计/方法/方法

选择了两种类型的啤酒进行测试-普通啤酒：比尔森Skol和纯麦芽啤酒：比尔森Eisenbahn。所有分析都是在三种标记条件下进行的：盲法；标记 倒置标签，每个测试有70名参与者。九点享乐量表评估了接受程度。询问消费者，他/她愿意为自己品尝的一瓶啤酒付多少钱。根据EsSense配置文件编制了一份问卷，以评估情绪。使用五点量表评估25种情绪。社会经济地位是根据消费者的家庭特征定义的。

发现

标记测试中的纯麦芽啤酒和倒立测试中的普通啤酒（标记为纯麦芽）的接受分数，积极情绪和支付意愿更高。这些发现突出表明，诸如啤酒类型和社会经济地位之类的信息可能会通过改变享乐观念，情感和不同啤酒的商业价值来影响消费者的反应。通常，啤酒类型不影响评估变量。

实际影响

酿造业应探索其营销策略，并清楚说明纯麦芽标签。在餐馆里，所有者可以探索纯麦芽啤酒，以此作为获得不同顾客形象的策略。应鼓励技术和生产投资以降低产品价格，从而有利于最终消费者。

创意/价值

这项研究有助于了解巴西纯麦芽啤酒消费量的增长。此外，它概述了标签/信息对巴西普通消费者的影响。