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Wine sales are at the highest volumes ever and warrant a robust understanding of consumption behavior. Consequently, this study aims to examine intrinsic motivational factors (e.g. personal attributes) – those that push the consumer toward wine products – and the extrinsic motivational product attributes (e.g. situational attributes) those that draw – or pull – the consumer toward wine products.

A model has been tested in which intrinsic and extrinsic motivations interacted to predict personal involvement (PI) with wine, which in turn predicted wine consumption, forming a mediated moderation model.

Support has been found for a mediated moderation model of wine consumption. Thus, this study improves the understanding of how interactive motivations are mediated by PI in their influence on wine consumption.

The sample is limited to participants in the National Restaurant Show, and thus the results may be limited to the sample investigated.

The findings suggest using intrinsic and extrinsic motivational factors and PI with wine to influence marketing strategies.

This study has helped to expand the understanding of interactive and mediating forces that drive wine consumption.

Although previous research proposed that motivational factors interact to predict wine consumption, this interaction has not been tested empirically prior to the current study. Therefore, this study adds new insights into wine consumption by demonstrating that intrinsic and extrinsic motivators interact to predict PI with wine, which subsequently predicts wine consumption in a holistic, mediated moderation model.

The purpose of this paper is to analyse the influence of the perceived wine quality across intrinsic and extrinsic attributes on satisfaction, loyalty and buying intention of Spanish protected designations of origin (PDO) wine consumers.

Information is obtained from an initial qualitative approach through a dynamic group that allows us to develop the scales on which to quantify the different concepts. After this process a personal questionnaire is completed. With this aim the structural equation model (SEM) methodology is applied. However, as a previous measure, scales are depurated (analysis of reliability, dimensionality and validity) in order to guarantee an appropriate concept measurement.

The results obtained in the hypothesis contrast of the model reveal the existence of a positive influence of the intrinsic perceived quality attributes (colour, smell and flavour) on consumers' satisfaction. On the other hand, it is not possible to find enough evidence to support the influence of extrinsic perceived quality attributes (price, brand and region of origin) on consumers' satisfaction and loyalty. A possible explanation of these findings could be the small degree of consumers' involvement before the wide variety of PDO wines on the market. Quite probably, this aspect could influence their satisfaction and loyalty towards these kinds of products.

Managers must design marketing strategies to emphasise the intrinsic properties of the agro‐food products by means of their extrinsic attributes. In fact, quality stamps, PDO properties and other possible differentiating quality aspects must be highlighted on the labels. All these aspects could allow the product to improve its image and consolidate product links in consumer minds. Through this process it would be possible to achieve a better perceived quality and higher consumer satisfaction, loyalty and buying intention.

This paper analyses the particularities of a traditional agro‐food product protected under a PDO and how these particularities influence on satisfaction, loyalty and buying intention. The literature analysing the interrelation between satisfaction, loyalty and buying intention concepts is very scarce in the PDO wine context.

The study seeks to quantify the ability of consumer knowledge (both objective and subjective) and personal self‐confidence to moderate consumer reliance on price and country of origin (COO) when evaluating wine quality, when all intrinsic cues are experienced through sensory perceptions.

Taste testing experiments were conducted (N = 263) using unwooded chardonnay wine as stimulus, in a three (COO) × three (price) by three (acid level) conjoint analysis fractional factorial design. Specific measures were employed to quantify consumer objective knowledge, subjective knowledge and personal self‐confidence as clearly delineated constructs, in order to investigate the ability of each to moderate extrinsic cue usage.

Analysis revealed price and COO were both stronger contributors to perceptions of wine quality than taste, irrespective of knowledge (objective or subjective) or self‐confidence levels. Reliance was found to remain extremely consistent although objective product quality was manipulated to three differing levels in a controlled laboratory environment. The research clearly demonstrates that consumer belief in the price/value schema dominates quality assessment for consumers, with COO also found to be a strong influence. This is in spite of varying knowledge and self‐confidence levels.

Results show that marketers cannot assume that intrinsic product attributes, even when experienced, will be weighted and interpreted accurately by consumers – even those considered “knowledgeable”.

The research significantly advances our understanding of consumer knowledge (type and level) and their use of extrinsic cues (price and COO specifically), in relation to their respective influence in their determination of both expected and experienced quality.

The purpose of this paper is to identify and understand the relevant attributes, extrinsic and intrinsic, that Portuguese consumers value and are relevant in the decision process for choosing wine. Further, the study aims to check possible differences in the valued attributes regarding consumer's involvement level and wine Region Origin.

The research was designed to identify relevant wine attributes and measure their importance when choosing a wine. In order to achieve this objective and match it with consumers' involvement and wine origin region, 30 Focus Groups were performed, involving 171 consumers from five Portuguese regions of origin.

The region of origin is the attribute that triggers the process of choosing a wine. Label/back label, price, bottle, brand, and wine varieties are also important clues, nevertheless differently valorised according to consumers' involvement. The less relevant attributes are winemaker/producer information, medals/awards, and overall design. Their importance varies with the degree of consumers' involvement and the wine region of origin. The main intrinsic attributes are flavour and aroma, regardless of involvement level or region of origin. Wine balance, freshness, acidity, colour and body have different perceptions, depending on the regions of origin. Alcohol content and gas are the least valued attributes.

Results allow an extended perspective about the process of buying wine, matching the importance of the relevant attributes with consumers' involvement level and region of origin. The study can contribute to an accurate market‐orientation perspective.

Wine choices are not always fully understood by academic researchers or the industry. This paper aims to outline and test a theoretical model proposing that wine consumption may be dependent on differences in consumer expertise, the hospitality situation, characteristics of the wine itself and an interaction of these variables.

Three empirical studies (total sample size = 356) tested these theoretical propositions. Consumers with varying levels of wine knowledge were presented with experimental vignettes showing videos of wine opening and pouring and were asked to pair wines with hospitality situations.

Study 1 found that consumers with low product knowledge were more sensitive to hospitality situations and extrinsic product attributes (closures) than were the experts. Study 2 found that wine hospitality situations fall into three predicted categories, namely, food, friends and formality, although contrary to prediction, the presence of food was the weakest predictors. Study 3 demonstrated the robustness of the three-dimensional structure of wine hospitality situations.

These studies provided important practical information because targeting various market segments requires the industry to know what product attributes are favored by different groups of consumers different situations.

Previous researchers have discussed the difficulty of measuring consumption situations. By limiting these studies to wine consumption within hospitality situations, the authors learned much about how consumers’ characteristics, product attributes and the situations interact to influence not only product assessments but also choices.

There has been no significant research undertaken in the Japanese market on wine knowledge level and its relationship with brand loyalty and preference for specific country‐of‐origin (COO) wine brands. This exploratory study seeks to investigate these aspects and how wine knowledge is acquired and used in buying decisions.

A highly structured, self‐administered questionnaire in the Japanese language was used to collect data over a three‐week period. Data include consumers from six of the eight major regional divisions across Japan. The sample population was female‐weighted with moderate levels of education and medium income. A ten‐item objective wine knowledge scale was developed to measure consumers' knowledge levels and to form the basis for segmentation.

Japanese wine consumers with higher levels of objective knowledge were shown to use more intrinsic cues than extrinsic cues in their purchase decisions, with the importance attributed to intrinsic cues increasing as objective knowledge increases. The study showed consumers with higher levels of objective knowledge do not use the COO cue more than consumers with lower knowledge. Wine consumers view taste, variety and price as the most important buying cues and are influenced by the recommendations of people around them.

This research provided insights into the Japanese wine market and the nature of the Japanese wine consumer. It is recommended that wine exporters focus greater marketing efforts on Japanese women, including greater wine education.

This study is of value to academic researchers, wine educators, industry practitioners such as restaurant owners/sommeliers and wine exporters alike, as it provides insights into the direction and extent of COO preferences and hence wine (country) brand loyalty. It has a specific focus on wine knowledge and the educational aspect thereof highlighting how this can be used for the benefit of stakeholders.

Problems with corks are a major issue in the wine industry. The key problem has been the lack of consumer acceptance of alternative closures. This research used an interview and survey approach with 200 wine shoppers in Australia to determine: 1) consumer perceptions of cork problems; 2) acceptance of a synthetic cork with no information provided; and 3) acceptance of a synthetic cork after providing information concerning cork problems and solutions. Consumers who purchased more than one bottle of wine per week had the most problems with corks, but 75% of all consumers interviewed had experienced some problems in the last 12 months. The provision of information was key in gaining consumer acceptance of the synthetic corks. Measures of which attributes of the synthetic corks attracted consumers is also provided along with recommendations for introducing these closures into the marketplace.

The purpose of this paper is to examine the utilisation of product choice cues in a retail environment and the impact of consumer involvement on this utilisation. It further investigates the impact of product knowledge on product choice cue utilisation and its moderating role on the impact of consumer involvement.

The case of wine as an exemplary product category is considered, given the importance and variability of choice cues that have been found to affect product choice. Analysis is conducted on survey data from a sample of wine consumers in Ontario, Canada. Product choice cues are grouped into extrinsic, intrinsic and marketing mix. The importance of how these cues are influenced from different dimensions of consumer involvement is illustrated.

The results show that product knowledge has a positive impact on intrinsic product cue utilisation and further moderates this relationship improving the predictability of the hypothesised model. Implications for theory and practice are also discussed.

From an industry viewpoint, the focus in the past has mostly been on using packaging to attract attention/create awareness, create an image of desirability, etc., but not nearly as much on the functionality aspects thereof; for example alternative smaller packaging sizes to the standard 750 ml wine bottle.

The study uses a multi-dimensional approach to measure the impact of enduring involvement on utilisation of product choice cues.

Through the use of both sight and blind‐based quality metrics, the purpose of this paper is to ascertain the extent to which the sighted appreciation of a wine's intrinsic merit is confounded by extrinsic cues such as price and region of origin.

Using a database of sighted and blind tastings of three red South African wines (Cabernet, Merlot and Shiraz) over the period 1993‐2001, a series of multiple linear regression models is developed to explain sighted quality ratings.

The meta‐model, with an adjusted R² of 31 per cent, indicates three statistically significant explicatory factors, namely price, region, and intrinsic quality. The price cue alone explains 84 per cent of sighted quality assessments; the combined effect of both the region and price cue explains 95 per cent. This finding suggests that when quality is measured from a sighted perspective, area becomes a significant explicator, along with price. It is only once the cues of region and price have been factored into the meta‐model that intrinsic merit becomes relevant, and here, only to an extremely limited extent (5 per cent). The lack of correspondence between sighted and blind tasting scores, suggests that for sighted judgements – extrinsic cues appear to be masking the wine's intrinsic merit.

For the first time, blind and sighted tasting results are collated into one database and statistically interrogated. The findings show how we are deleteriously distracted by the apparent efficacy of extrinsic cues.

The purpose of this paper is to advance the understanding of the decision-making process of consumers from novice markets facing the choice of a complex product like wine, explaining the determinants of their consumption intention and behaviour. It also aims to understand the link between product attributes and consumption intention and behaviour, analysing the role played by intrinsic and extrinsic cues.

This study applies the theory of planned behaviour considering that individuals do not always have complete control of wine consumption behaviour, especially when they come from a novice market. A questionnaire survey, preceded by an exploratory phase, was conducted in St Louis, Missouri, a novice market for wine.

This study identifies a novice consumer whose choice of a complex product is driven by experiential attitude towards the product more than the conditioning of referents, and even more than the perceived behavioural control and the interconnected concept of risk. The risk is perceived to a greater extent when it has to do with the functional nature of the product linked to its sensory component, rather than with its social or health connotations.

This study assesses the role of intrinsic and extrinsic cues and of the perceived behavioural control, assumed as closely interconnected with the concept of risk, in explaining wine consumption intention and behaviour. Perceived behavioural control was omitted by previous studies applying the reasoned action approach to explain wine consumption behaviour.