Effects of non‐sensory cues on perceived quality: the case of low‐alcohol wine
| Autor: | François d'Hauteville, Josselin Masson, Philippe Aurier |
|---|---|
| Přispěvatelé: | Marchés, Organisations, Institutions et Stratégies d'Acteurs (UMR MOISA), Institut national d’études supérieures agronomiques de Montpellier (Montpellier SupAgro)-Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier (CIHEAM-IAMM), Centre International de Hautes Études Agronomiques Méditerranéennes (CIHEAM)-Centre International de Hautes Études Agronomiques Méditerranéennes (CIHEAM)-Institut National de la Recherche Agronomique (INRA)-Centre de Coopération Internationale en Recherche Agronomique pour le Développement (Cirad)-Centre international d'études supérieures en sciences agronomiques (Montpellier SupAgro), Institut national d’études supérieures agronomiques de Montpellier (Montpellier SupAgro), Institut d'Administration des Entreprises (IAE) - Montpellier, Université de Montpellier (UM), Centre de Coopération Internationale en Recherche Agronomique pour le Développement (Cirad)-Institut National de la Recherche Agronomique (INRA)-Centre international d'études supérieures en sciences agronomiques (Montpellier SupAgro)-Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier (CIHEAM-IAMM), Centre International de Hautes Études Agronomiques Méditerranéennes (CIHEAM)-Centre International de Hautes Études Agronomiques Méditerranéennes (CIHEAM)-Institut national d’études supérieures agronomiques de Montpellier (Montpellier SupAgro), Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement (Institut Agro)-Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement (Institut Agro)-Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier (CIHEAM-IAMM), Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement (Institut Agro) |
| Jazyk: | angličtina |
| Rok vydání: | 2008 |
| Předmět: |
030309 nutrition & dietetics
media_common.quotation_subject 03 medical and health sciences DISCONFIRMATION 0502 economics and business Quality (business) Set (psychology) Sensory cue ComputingMilieux_MISCELLANEOUS media_common Expectancy theory Wine 0303 health sciences 05 social sciences digestive oral and skin physiology food and beverages LOW-ALCOHOL WINE Cognition General Medicine PERCEIVED QUALITY Categorization EXPECTED QUALITY [SHS.GESTION]Humanities and Social Sciences/Business administration 050211 marketing Wine tasting Psychology Social psychology |
| Zdroj: | International Journal of Wine Business Research International Journal of Wine Business Research, 2008, 20 (3), pp.215-229. ⟨10.1108/17511060810901037⟩ |
| ISSN: | 1751-1062 |
| DOI: | 10.1108/17511060810901037⟩ |
| Popis: | PurposePart of the steady decline of wine consumption in France might be attributed to a growing criticism of the level of alcohol content of the wines. Recent declarative surveys suggest that consumers consider favourably wines with lower contents of alcohol. The purpose of this paper is to evaluate experimentally the consumers' acceptability of a low‐alcohol wine, and to analyse the impact of the “low‐alcohol” cue on perceived quality.Design/methodology/approachUsing the literature on expectancy disconfirmation and cognitive categorization, we have set up an experimental design involving blind tasting and full information tasting of three low‐alcohol wines and three regular wines on a sample of 73 consumers.FindingsWhen comparing hedonic scores at blind level, there was no significant difference between low‐alcohol wine and regular wine. Expectations created by the “low‐alcohol” cue have a negative (but unsignificant) impact on overall evaluation, and individual characteristics have almost no effect on wine evaluation.Research limitations/implicationsThe small size of the sample group of respondents and the quasi‐experimental context with no control group were the major limitations of this study.Originality/valueFor the wine marketers, the most interesting result was that reducing the alcohol content to 9 per cent did not seem to result in the product being devalued significantly. The study highlighted the overwhelming effect of the sensory quality of the wine on perceived quality. “Low‐alcohol” cue creates a low quality expectation, but has only a small influence on perceived quality. |
| Databáze: | OpenAIRE |
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