The present research is aimed at investigating whether the attitude and affection for brand names beverages an influence on preferences for researched beer brands and also at investigating what is the possible power of this influence. The following research methods were used: the scale for measuring the affection the scale for measuring the attitude according to Fischbein as well as a comparison in pairs, which then enabled the use of multidimensional scaling. Variance and correlation methods were used in the analysis. Research results allowed to claim, that in case of all brand names which were covered by research the emotional factors considerably influence the preferences of consumers.