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The Economics of Beer$
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Johan F.M. Swinnen

Print publication date: 2011

Print ISBN-13: 9780199693801

Published to Oxford Scholarship Online: January 2012

DOI: 10.1093/acprof:oso/9780199693801.001.0001

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Culture and Beer Preferences

Culture and Beer Preferences

(p.161) 9 Culture and Beer Preferences
The Economics of Beer

Jill J. McCluskey

Sanatan Shreay

Oxford University Press

This chapter discusses how culture, in the form of experience and habits, peer influences, identity, and availability, affect preferences for beer. Two factors make social influences especially important for beer preferences. First, beer is a product that is often consumed within a social group. Second, the consumer develops a taste for beer, so that availability and peer influence will affect consumption and preferences. A pilot survey of international students' beer consumption behaviour and preferences in the United States was conducted to investigate how beer preferences change with U.S. influences and product availability. Modeling approaches, survey findings, and future research directions are discussed.

Keywords:   beer, culture, identity, peers

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