Anything but typical: how consumers evaluate origin products based on their cues
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 16 March 2015
Abstract
Purpose
A recent stream of research has focused on typicality associations – those that bring origins and products together. Most of the research has focused on typical products but atypical products have received very little attention, even though they are more and more present on the market. As it has yet to be reviewed, the relationship between intrinsic and extrinsic product cues and product evaluations is examined in this paper for typical and atypical origin products.
Design/methodology/approach
Wine was used as the stimulus, and consumer evaluations of typical and atypical wines were reviewed. Consumers were segmented based on their knowledge of the product category. French respondents (n = 370) participated in an online questionnaire regarding the product cues they found most important, depending on if the wine was from the New World or the Old World.
Findings
The results show that extrinsic cues are just as important as intrinsic cues in the evaluation of origin products, contrary to what prior research suggests. Furthermore, consumer knowledge moderates the evaluations of origin products; the results empirically confirms the theoretical country of origin – elaboration likelihood model (CoO-ELM) proposed by Bloemer et al. (2009) for atypical origin products, but show typical products are evaluated differently.
Originality/value
This is the first study that empirically tests the CoO-ELM and includes the added dimension of typicality. The results allow for a better understanding of consumer perceptions of origin products and their cues.
Keywords
Acknowledgements
The author would like to thank Manfred Audard for his help with the conceptualization of this paper and the data collection.
Citation
Spielmann, N. (2015), "Anything but typical: how consumers evaluate origin products based on their cues", International Journal of Wine Business Research, Vol. 27 No. 1, pp. 23-39. https://doi.org/10.1108/IJWBR-07-2014-0031
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited