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Interaction Between Involvement And Variety Seeking Among Craft Beer Drinkers Predicts Willingness To Pay For Higher Abv(%), Felipe Duarte Rico
Interaction Between Involvement And Variety Seeking Among Craft Beer Drinkers Predicts Willingness To Pay For Higher Abv(%), Felipe Duarte Rico
Student Symposium
Past research has looked at involvement and variety seeking among craft beer drinkers, however, little research has looked at how these factors predict consumer behaviors, such as choice for low and high alcohol content (ABV) in their craft beer. Participants were 322 workers recruited through Amazon Mechanical Turk who completed survey scales on their involvement and variety seeking for craft beer. Participants also rated their willingness to pay for low (6%) and high (10%) ABV. The results supported the hypothesis that participants would be willing to pay more for high ABV beer. An analysis of multiple regression also showed that …