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 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% and 55% 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?

Answer 1

status quo bias

Step-by-step explanation:

The Status Quo Bias is the tendency to prefer to keep things as they are, either by doing nothing or insisting on a decision already made, even though change represents the most beneficial choice.

In other words, the status quo bias refers to an individual's preference for maintaining his or her current state, even if a change in one's situation would increase one's well-being. This bias encourages the individual to remain at the current reference level. This definition of the status quo bias explains why group participants demonstrated strong brand loyalty by Budweiser before the taste test.