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Question
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 or she 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 percent and 55 percent 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?
a. the availability heuristic
b. the trait ascription bias
c. the availability cascade
d. status quo bias
e. the Rupertorian effect
Answer
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