AAWE paper #66: Taste testing of wine – cues important to experts and novices

This AAWE paper by Anthony Pecotich and Steven Ward investigates the consumer purchasing decision for wines, with variations in quality, brand and country of origin. They surveyed both wine novices and experts.

Both groups showed that the country of origin cue was significant in the quality evaluation, pricing and choice of wine. Results demonstrated that extrinsic clues were important for both groups of consumers.

Read the full paper here.

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