A Look in the Mirror: Find Your Match in the Craft Beer Industry
With the variety of unique labels across grocers’ shelves, how do consumers choose their products? This project aims to discuss how labels in the craft beer industry aim to affect what consumers purchase. Using four Big Five personality traits—conscientiousness, agreeableness, openness, extroversion— this study found that marketers use a common metaphor to sell their products: beers are like people. A survey was distributed that measured participants’ personalities and their preferences for beer labels portraying particular personality traits. A variety of responses recorded validated that identity and personality are key components in consumerism. Preliminary results suggest that consumers can see their own personality traits in some craft beer labels, which may correspond to intended purchasing behaviors.
