According to a new study, craft beer brewed by a man is preferred over beer brewed by a woman
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The results? Apparently we think that beer-brewing is a man's job. When participants believed the brewer was female, they reported that they would pay less for the beer, and they had lower expectations of the taste and quality of beer. This is consistent with research that shows that stereotype use is more likely when little information is available about an individual. The same rule seems to apply to beer. When we don't know much about a person , our subconscious looks for cues to help us fill in the blanks. Stereotypes are an easy way for our mind to fill in these blanks. An award provides information that the product is a good one, so participants didn't need to rely on stereotypes about who brews good craft beer.
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