June 18, 2017

THERE'S NO SUCH THING AS QUALITY:

"I like the sound of that!" Wine descriptions influence consumers' expectations, liking, emotions and willingness to pay for Australian white wines (Lukas Dannera, Trent E. Johnsona, Renata Ristica, b, Herbert L. Meiselmanc, Susan E.P. Bastiana, 5/25/17, Food Research International) 

Regular white wine consumers (n = 126) evaluated the same set of three commercially available white wines (mono-varietal Chardonnay, Riesling, Sauvignon Blanc) under three information levels. Session 1, blind tasting (no information provided) and Session 2, informed tasting (held at least 1 week later) with both basic (sensory description of the wines) and elaborate (sensory plus high wine quality and favourable winery information) descriptions followed by liking, wine-evoked emotions (measured with the Australian Wine Evoked Emotions Lexicon (AWEEL)) and willingness to pay evaluations. Before tasting the wine in session 2, consumers also rated expected liking.

Results showed that information level had a significant effect on all investigated variables. The elaborate information level evoked higher expectations before tasting the wines, plus resulted in higher liking ratings, elicitation of more intense positive (e.g. contented, happy and warm-hearted) and less intense negative emotions (e.g. embarrassed and unfulfilled), and a substantial increase in willingness to pay after tasting the wines compared to the blind condition, with the basic condition ranging in-between. These results were consistent across the three wine samples.

Posted by at June 18, 2017 7:41 AM

  

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