Search results

The purpose of this study is to find out how unconscious perception and conscious reactions differ when it comes to evaluate wine bottles in a shopping shelf. It was evaluated how attention is related to subjective evaluations of interest and value in the perception of wine bottle design choices.

The experiment combined implicit eye-tracking observations and a quantitative measurement on the assessment on wine bottle designs. In total, 37 participants rated eight different wine bottle designs based on their interest and assumed value, without any given information about the wines’ original price classification.

There is a significant difference between the perception of wine bottle designs. Eye-catchy designs do not automatically transform into a higher perception of value and interest towards the product. The unconscious perception of bottles and the conscious reaction differentiate.

The greatest limitation, as with many other implicit studies, is the limited number of subjects and the associated limited validity. In addition, eight bottles in four categories were studied, which is adequate, but does not fully reflect the complexity of the wine market supply.

Manufacturers and wine label designers should challenge existing pre-disposition towards certain wine bottle design choices.

To the best of the authors’ knowledge, this is the first German consumer study that focusses on unconscious perception (measured by implicit eye movement behaviour) and conscious reactions in the context of explicit value and interest evaluation.

The main purpose of this study is to analyze how consumers’ visual attention to wine label design correlates with their preferences. Accordingly, this study uses quantitative eye-tracking metrics to understand which design proposal has greater visual salience. A more specific objective was to assess which design proposal was preferred to be marketed.

The experiment involved evaluating of three different labeling proposals of an Italian winery. Infrared eye-tracking was used to measure implicit eye movements on the three bottles displayed, simultaneously, on a computer screen. A generalized linear model was used to test how consumers' visual attention to wine label design correlated with their preferences.

The design proposals were evaluated significantly differently, with one set being preferred. In general, a strong positive relationship was found between pausing to peruse a specific design proposal and making an explicit choice of the same bottle.

The main limitation of the experiment concerns the sample interviewed. As the sample is homogeneous, the results may not be generalizable to other segments. Furthermore, the addition of electroencephalographic devices that monitor brain activity could provide crucial information for understanding consumer behavior during the purchase decision-making process.

Eye-tracking methods could be useful for designers and wine producers during the evaluation process of design projects.

The use of eye-tracking for evaluating design proposals before placing a product on the market is relatively novel. This method provides objective, quantitative and predictive information on consumer preferences contributing guidelines to designers and marketers during the product conception phase.

The aim of this study is to analyse the importance of bottle design in relation to other purchasing criteria, and also to understand which design elements are most attractive to consumers.

A survey of a sample of 437 wine drinkers was carried out in Portugal using non-probabilistic sampling. The technique used was conjoint analysis based on the SPSS conjoint module.

One of the key findings was the low importance of bottle design in shaping consumer preferences compared to other attributes (origin, price and category of wine). In terms of design elements, the label had the biggest influence on consumer choice, followed by the type of bottle, bottle seal and brand name, in that order. Differences in consumer choice were evident according to the level of knowledge of wine and frequency of consumption.

The findings of this study provide guidance for Portuguese wineries as regards the marketing and design decisions of their products and packaging.

This study sheds new light on the importance of wine bottle design on consumer preferences. Previous studies in the area have proved to be minimal and heterogeneous.

To better understand the unique preferences of the newest segment of wine consumers, the purpose of this paper is to explore the design and brand personality of wine labels, and their appeal to the millennial market.

The study methodology comprised two components: an experimental design of wine label creations by millennial students of a university beverage management course; and a survey of over 400 millennial consumers to assess wine label design and brand personality preferences.

Wine labels created by millennials tend to be very non‐traditional in terms of the image selected, name of wine, color choice and overall label design. New wine consumers in the 19 to 22 year‐old category are much more likely to select wine based on package features, such as name and image, than based on product features, such as producer and country‐of‐origin. Spirited, up‐to‐date brand personalities appeal to this generation.

The millennial market is a large, important segment new to wine consumption. The experimental creation of wine label designs by millennials themselves provides a unique insight in terms of the new, and somewhat hedonistic, images that appeal specifically to this growing market.

The purpose of this paper was to investigate how attention to wine labels related to preference by using quantitative measures of gaze and of the diameter of the eye pupil. We assessed whether eye fixations could predict choices and willingness to pay and whether pupil size could index the aesthetic value of wine labels. More specific goals were to identify which elements of a wine label captured attention the most and to assess whether an authentic label would be preferred by naïve consumers over other alternative labels, also designed by the same studio but excluded from the market.

Infrared eye-tracking was used to measure the amount of time spent on a specific label among four that were simultaneously shown on the computer screen. Participants also made explicit decisions about preferred labels and provided price estimates. Pupillometry was used for labels shown in isolation to obtain a physiological index of their arousing effect and aesthetic appeal. Eye fixations provided an index of what was selected by attention, whereas changes in the pupillary diameter indexed how intensively attention was focused on an item.

A strong positive relationship was found between the dwelling of gaze over a specific label and the degree in which a wine bottle was preferred and (virtually) chosen. The pictorial elements of the labels were fixated the most, whereas verbal information was looked at the least. Attractiveness scores of each bottle collected with one independent group of observers were able to predict the willingness to pay in another group. Moreover, pupil size changed non-linearly in relation to the hedonic values of the wine labels, indicating greater responses to the most as well as least attractive labels (i.e. for the most arousing labels).

A limitation of the present experiments was that only choices and behavior of wine “novices” were probed; hence, the present findings might not be generalized to other segments (e.g. wine connoisseurs). Moreover, the present study could not specify which visual properties of a label affect preference, aesthetic value and estimates of price, as the study of these effects would require a large number and variety of label stimuli.

Eye monitoring methods could assist marketing studies of preferences and decision-making. Both wine label designers and wine producers could benefit from eye-tracking methods to improve label selection and optimize the design process of a wine label.

Although both eye-tracking and pupillometry have been used to the investigate aesthetic preferences for at least the past 50 years, the measurement of pupil diameter and eye movements to study attributes of (authentic) wine labels and their effectiveness is entirely novel. The present study confirms that measures based on eye-tracking combined to explicit choices or ratings provide complementary types of market-relevant information. Both methods provide objective, quantitative, information of the effect of the labels on consumers that is independent but predictive of actual choices and verbally reported preferences. Moreover, they appear to index different processes, pupillometry being a proxy of aesthetic value and gaze a reliable index of choice. Thus, the present findings can be of value to the academic researcher as well as industry and design practitioners.

The purpose of this paper is to assess whether or not electroencephalography (EEG) provides a valuable and substantial contribution to the prediction of consumer behaviour and their preferences during product consumption. In this study, the authors especially focus on individual preferences during a wine tasting experience.

A consumer neuroscience experiment was carried out with 26 participants that evaluated different red wines while their brain activity was recorded with EEG. A within-subjects design was employed and the experiment was carried out in two sessions. All participants took part in a blind taste session (no label session), in which information about the wine was not disclosed, and a normal taste session (label session), during which the bottle and its label were visible.

The findings suggest that EEG is a useful tool to study brain activity during product experience. EEG has high temporal resolution, low costs, small dimensions and superior manoeuvrability compared to other consumer neuroscience tools. However, it is noticed that there is a lack of solid theoretical background regarding brain areas (e.g. frontal cortex) and brain activity (e.g. brain waves) related to consumer preferences during product experience. This lack of knowledge causes several difficulties in replicating and validating the findings of other consumer neuroscience experiments for studying consumer behaviour.

The experiment presented in this paper is an exploratory study. It provides insights into the possible contribution of EEG data to the prediction of consumer behaviour during product experience.

The aim of this study is to investigate, in the Turkish market, the elements on the front and back labels of wine bottles depicting the characteristics of the wines and their impact on the purchasing decisions of wine consumers in Turkey.

The questionnaire consisted of 24 items that used a five-point Likert scale. Data were collected through a self-administered online survey completed by 340 participants. Following exploratory factor analysis with principal component analysis and varimax rotation, the number of factors was reduced to six: front and back-label consumer experiences, front label design elements, intrinsic cue information, back-label contents, storage/flavor profile and health warnings. The final section of the questionnaire presented five digitally designed front and back labels and asked participants to indicate their preferences.

The results indicated that reading/checking the front and back labels on wine bottles was more important than all other factors. Turkish consumers generally prefer traditional front label designs, while female consumers are more open to contemporary designs compared to male consumers. Back-label designs with more information are generally more acceptable, although female consumers with good wine knowledge may not consider food pairing, storage, or service information.

This research was designed only based on the elements of the front and back labels. The research should expand to include packaging characteristics such as bottle shape, bottle closure, price, and situational use.

The findings of this study offer valuable insights for Turkish wine producers aiming to enhance their marketing strategies by customizing their wine label designs to better align with the market.

This study is the preliminary study to investigate Turkish consumers purchasing decisions based on the front- and back-label characteristics by using both verbal and visual elements.

The purpose of this paper is to study the impact of the level of perceived atypicality in a wine label's design on the consumer's aesthetic appreciation and purchase intent. Furthermore, it intends to highlight the moderating role of perceived risk in the relationship between these three variables.

Four Bordeaux wine labels providing the same information but with different designs are tested on a sample of 166 individuals. The respondents evaluate the labels in terms of perceived typicality and aesthetic appreciation. They are then asked to indicate what their purchase intentions would be for each label in respect of five different consumption occasions.

The results indicate a strong preference for the most typical label. However, this preference decreases when the perceived risk associated with the consumption occasion also decreases. For those consumption occasions perceived as less risky, the respondents seem more willing to choose labels with a moderately atypical design.

This research provides some answers to a problem recently raised with representatives of the wine industry: given that consumers seem to prefer traditional labelling, to what extent is it possible to differentiate a product in terms of design? The authors' results indicate that the acceptance of atypical designs is linked to the level of perceived risk at the moment of purchase. A brand that targets consumption occasions that are perceived as only slightly risky will therefore more easily be able to depart from the visual codes of its product category.

To explore the attributes of wine packaging that are enticing to consumers and the influence of age, gender and income on the wine‐buying decision.

To evaluate how wine packaging interplays with age, gender and income to influence consumers’ decision to purchase. A self‐administered questionnaire with closed‐ended and five‐point Likert‐type scale questions was conducted in the State of Connecticut at two retail shops and five wineries. The questionnaire was pilot‐tested at a local retail wine store in Connecticut to ensure reliability and clarity of the questions.

Results showed that label design and bottle closures were important to respondents and that self‐confidence was a significant factor for age and gender, with females and respondents between 31 and 40 years of age more concerned about making a wine‐buying decision.

The selection of the state of Connecticut and the testing sites may not represent the general US wine consumer, and therefore results may not be generalizable. Future research projects could include: comparing label configurations and bottle‐packaging choices with the situational use and sensory testing of wines to determine if the novice consumer can evaluate a wine characteristic such as “peachy” or “floral” as described on wine labels.

This paper fulfils an identified need by offering practical advice to wine producers on the necessity to understand what packaging characteristics or cues are important to consumers and to focus their marketing efforts towards simple wine packaging and label designs.

For a better understanding of the preferences and differences of young consumers in emerging wine markets, this study aims to propose a clustering method to segment the super-new generation wine consumers based on their sensitivity to wine brand, origin and price and then conduct user profiles for segmented consumer groups from the perspectives of demographic attributes, eating habits and wine sensory attribute preferences.

We first proposed a consumer clustering perspective based on their sensitivity to wine brand, origin and price and then conducted an adaptive density peak and label propagation layer-by-layer (ADPLP) clustering algorithm to segment consumers, which improved the issues of wrong centers' selection and inaccurate classification of remaining sample points for traditional DPC (DPeak clustering algorithm). Then, we built a consumer profile system from the perspectives of demographic attributes, eating habits and wine sensory attribute preferences for segmented consumer groups.

In this study, 10 typical public datasets and 6 basic test algorithms are used to evaluate the proposed method, and the results showed that the ADPLP algorithm was optimal or suboptimal on 10 datasets with accuracy above 0.78. The average improvement in accuracy over the base DPC algorithm is 0.184. As an outcome of the wine consumer profiles, sensitive consumers prefer wines with medium prices of 100–400 CNY and more personalized brands and origins, while casual consumers are fond of popular brands, popular origins and low prices within 50 CNY. The wine sensory attributes preferred by super-new generation consumers are red, semi-dry, semi-sweet, still, fresh tasting, fruity, floral and low acid.

Young Chinese consumers are the main driver of wine consumption in the future. This paper provides a tool for decision-makers and marketers to identify the preferences of young consumers quickly which is meaningful and helpful for wine marketing.

In this study, the ADPLP algorithm was introduced for the first time. Subsequently, the user profile label system was constructed for segmented consumers to highlight their characteristics and demand partiality from three aspects: demographic characteristics, consumers' eating habits and consumers' preferences for wine attributes. Moreover, the ADPLP algorithm can be considered for user profiles on other alcoholic products.