School of Agriculture, Food and Wine, Waite Research Institute, The University of Adelaide (UA), PMB 1, Glen Osmond, South Australia 5064, Australia.
School of Agriculture, Food and Wine, Waite Research Institute, The University of Adelaide (UA), PMB 1, Glen Osmond, South Australia 5064, Australia; ARC Training Centre for Innovative Wine Production, Australia.
Food Res Int. 2017 Sep;99(Pt 1):263-274. doi: 10.1016/j.foodres.2017.05.019. Epub 2017 May 25.
This study investigated how information, typically presented on wine back-labels or wine company websites, influences consumers' expected liking, informed liking, wine-evoked emotions and willingness to pay for Australian white wines. Regular white wine consumers (n=126) evaluated the same set of three commercially available white wines (mono-varietal Chardonnay, Riesling, Sauvignon Blanc) under three information levels. Session 1, blind tasting (no information provided) and Session 2, informed tasting (held at least 1week later) with both basic (sensory description of the wines) and elaborate (sensory plus high wine quality and favourable winery information) descriptions followed by liking, wine-evoked emotions (measured with the Australian Wine Evoked Emotions Lexicon (AWEEL)) and willingness to pay evaluations. Before tasting the wine in session 2, consumers also rated expected liking. Results showed that information level had a significant effect on all investigated variables. The elaborate information level evoked higher expectations before tasting the wines, plus resulted in higher liking ratings, elicitation of more intense positive (e.g. contented, happy and warm-hearted) and less intense negative emotions (e.g. embarrassed and unfulfilled), and a substantial increase in willingness to pay after tasting the wines compared to the blind condition, with the basic condition ranging in-between. These results were consistent across the three wine samples. Furthermore, if the liking rating after tasting the wines matched the expected liking or exceeded the expectations by 1 point on a 9-point hedonic scale, participants felt the most intense positive emotions and the least intense negative emotions. Whereas, if the expectations were not met or the actual liking exceeded the expectations by >2 points, participants felt less intense positive and more intense negative emotions. This highlights not only the importance of well written and accurate wine descriptions, but also that information can influence consumers' wine drinking experience and behaviour.
本研究旨在探讨信息（通常呈现在酒标或酒企网站上）如何影响消费者对葡萄酒的预期喜好、知情喜好、酒诱发情感以及对澳大利亚白葡萄酒的支付意愿。126 名常规白葡萄酒消费者在三种信息水平下评估了三组市售白葡萄酒（单一品种霞多丽、雷司令、长相思）。在第一次品尝（无信息提供）和第二次品尝（至少在一周后举行）中，Session 1 采用了盲品方式，Session 2 则采用了知情品尝，提供了基本描述（葡萄酒的感官描述）和详细描述（葡萄酒的感官描述加上高葡萄酒质量和有利的酒庄信息），随后进行了喜好、酒诱发情感（用澳大利亚葡萄酒诱发情感词汇表（AWEEL）测量）和支付意愿评估。在第二次品尝前，消费者还对预期喜好进行了评价。结果表明，信息水平对所有调查变量均有显著影响。在品尝葡萄酒之前，详细信息水平会引起更高的预期，同时会导致更高的喜好评分、引发更强烈的积极情感（如满足、快乐和热心）和较弱的消极情感（如尴尬和不满），以及在品尝葡萄酒后支付意愿显著增加，而盲品条件下的评分则介于两者之间。这些结果在三种葡萄酒样本中均一致。此外，如果品尝后葡萄酒的喜好评分与预期喜好相匹配，或者超过 9 分愉悦量表上的 1 分，则消费者会感到最强烈的积极情感和最不强烈的消极情感。相反，如果预期未得到满足或实际喜好超过预期 2 分以上，则消费者会感到较弱的积极情感和较强的消极情感。这不仅强调了精心编写和准确描述葡萄酒的重要性，还表明信息可以影响消费者的葡萄酒饮用体验和行为。
