Those of you who occasionally look at the upcoming list of topics for The Session may have noticed that I have taken the December spot, with the subject of hype.
I was quite surprised that the subject hadn’t been covered before. There are after all many breweries and beers that can be said to have a lot of hype surrounding them. Some deserved, some not so deserved. The subject came to mind after sharing a bottle of Westvleteren 12 with my brother and father. Other than tell them the name I did not say anything else about it. They enjoyed it, but the reaction wasn’t one that should come from (allegedly) the best beer in the world. My subsequent thought was this, if I had stated it was the best beer in the world, would that have changed the perspective. Likewise, if I was negative about the beer, how would that change the opinion.
I have since been looking for studies, assuming that someone must have done some sort of test before. So far I have been unsuccessful, though I have uncovered a few interesting looking articles. I’d like to conduct a bit of research myself, though I’m not too sure how, and where, and when.
In the meantime though, I’d like to ask for your opinion on the following statement: “Promotion has a negative effect on brand evaluation”. I have a few thoughts, but to avoid influencing the discussion, I’m going to hold back from posting them at the moment.
Also, if you have any links to resources that may be of help to me, please post them in the comments.