The Effectiveness of Extrinsic Cues on Different Consumer Segments: The Case of Wine Awards

摘要

We investigated the effectiveness of awards on wine labels for different consumer segments. Four award configurations were tested: a well-known award, multiple awards, a fictitious award (an award without consumer trust) and no award. Participants tasted eight wine samples (four without and four with extrinsic cues - award configurations). Samples were rated for liking, likelihood to buy and price willing to pay. Low-involvement consumers' perceived liking and price willing to pay were improved by multiple awards compared to high-involvement consumers. Trust in awards increased the price consumers were willing to pay for wine with an award. For high-involvement consumers who distrusted awards, multiple wine awards and fictitious awards negatively influenced perceived liking, likelihood to buy and price willing to pay. This is the first study to measure the combined influence of wine awards and sensory perceptions of wine on perceived liking, likelihood to buy and price willing to pay.