IMPACT OF TRAINING ON BEER FLAVOR PERCEPTION AND DESCRIPTION: ARE TRAINED AND UNTRAINED SUBJECTS REALLY DIFFERENT?

Abstract

ABSTRACT This study examines the effect of beer assessment training on verbal and nonverbal performance. Two groups of subjects are asked to sort, match, and describe a set of 12 beers (6 supplemented and 6 commercial beers). Subjects from the first group are enrolled in a beer‐training program. Subjects in the second group are untrained beer consumers. Results show that although both groups perform the matching task equally well, trained subjects performed better on supplemented beers and untrained subjects on commercial beers. Examination of the generated vocabulary shows that 44% of the terms are common to trained and untrained subjects. However, an analysis of the terms’ efficiency shows that whereas for trained subjects, precise terms are more efficient than intensity or hedonic terms; the opposite is observed for untrained subjects. This suggests that it is not the term itself that is important but the common reference associated to it.