Consumer's scepticism of wine awards: A study of consumers' use of wine awards

被引：19

作者：

Neuninger, Rosemarie ^{[1
]}

Mather, Damien ^{[1
]}

Duncan, Tara ^{[2
]}

机构：

[1] Univ Otago, Sch Business, Dept Mkt, Dunedin 9054, New Zealand

[2] Univ Otago, Dept Tourism, POB 56, Dunedin 9054, New Zealand

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2017年 / 35卷

关键词：

Wine awards; Decision-making theory; Wine purchase behaviour; Consumer behaviour; PRODUCT INVOLVEMENT; PERCEPTION; MODEL; PREFERENCES; BEHAVIOR; QUALITY; CHOICE; PRICE;

D O I：

10.1016/j.jretconser.2016.12.003

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study aims to explain the process by which the effect of wine awards, as an extrinsic cue, becomes the reverse of what was intended. Based on their age and commercial background, and separating those with professional affiliations, participants were placed into one of four focus groups. Thematic analysis was applied to focus groups. Most consumers are found to be sceptical about wine awards and critical of awards, as confusing and misleading. Most consumers also criticised the transparency of the awards process. Despite this, participants frequently used awards for evaluating wines. Decision-making theory (Pellemans, 1971) needs extending to include awards.

引用

页码：98 / 105

页数：8

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