Original Research Article
Published 2021-04-07
Keywords
- Assimilation-Contrast approach,
- product quality,
- region of origin,
- wine
How to Cite
Ferreira, C., Lourenço-Gomes, L., & Pinto, L. M. (2021). Region of origin and consumers’ quality perception of wine: an assimilation-contrast approach. Wine Economics and Policy, 10(1), 57–71. https://doi.org/10.36253/wep-9418
Abstract
Wine quality perception involves both intrinsic and extrinsic attributes and is related to consumer liking and acceptability of a product. The main purpose of this paper is to evaluate the actual role of the region of origin cue on the experienced, expected, and perceived quality of wine, as well as on the discrepancies between them. Using an experimental design set up, real tasting sessions were applied to elicit consumer quality perception in three different information conditions: (1) blind tasting (2) labelled tasting (region informed evaluation); and (3) wine tasting under full information. In total, 136 wine consumers stated their preferences through liking score. The results from the assimilation-contrast framework show that region of origin affects the experienced, expected, and perceived quality, as well as the agreement between them. Thus, the region of origin may offer a good predictive value of the product, increasing the consumer expectations. These results have important implications for producers as they demonstrate that the region of origin may be used as a brand.
References
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Anderson, R. (1973). Consumer dissatisfaction: The effect of disconfirmed expectancy on perceived product performance. Journal of Marketing Research, 10.
Aqueveque, C. (2006). Extrinsic cues and perceived risk: the influence of consumption situation. Journal of Consumer Marketing, 23(5), 237–247.
Botelho, A., Dinis, I., Lourenço-Gomes, L., Moreira, J., Costa Pinto, L., & Simões, O. (2017). The effect of sequential information on consumers’ willingness to pay for credence food attributes. Appetite, 118, 17–25.
Botonaki, A., & Tsakiridou E. (2004). No Title. Acta Agriculturae Scandinavica Section C - Economy, 1, 91–98.
Bruwer, J., Li, E., & Reid, M. (2002). Segmentation of the Australian wine market using a wine-related lifestyle approach. Journal of Wine Research, 13(3), 217–242.
Bruwer, J., Saliba, A., & Miller, B. (2011). Consumer behaviour and sensory preference differences: implications for wine product marketing. Journal of Consumer Marketing, 28(1), 5–18.
Calvo, D. (2002). Analysis of brand equity supplied by appellations of origin: An empirical application for beef. Journal of International Food and Agribusiness Marketing, 14(3), 21–34.
Caporale, G., Policastro, S., Carlucci, A., & Monteleone, E. (2006). Consumer expectations for sensory properties in virgin olive oils. Food Quality and Preference, 17, 116–115.
Cohen, J., & Basu, K. (1987). Alternative models of categorization: towards a contingent processing framework. Journal of Consumer Research, 13(4), 455–472.
Cohen, Justin, & Cohen, E. (2011). Can Consumers Discriminate Between Sensory Attributes in Wine : The Case of Bordeaux Reds. (June).
Combris, P., Bazoche, P., Giraud-Héraud, E., & Issanchou, S. (2009). Food choices: What do we learn from combining sensory and economic experiments? Food Quality and Preference, 20(8), 550–557.
Costanigro, M., Kroll, S., Thilmany, D., & Bunning, M. (2014). Is it love for local/organic or hate for conventional? Asymmetric effects of information and taste on label preferences in an experimental auction. Food Quality and Preference, 31(1), 94–105.
D’Hauteville, F., Fornerino, M., & Perrouty, P. (2007). "Disconfirmation of taste as a measure of region of origin equity: An experimental study on five French wine regions. International Journal of Wine Business Research, 19(1), 33–48.
Deliza, R., & MacFie, H. J. H. (1996). The generation of sensory expectation by external cues and its effect on sensory perception and hedonic ratings: a review. Journal of Sensory Studies, 11, 103–128.
Dodd, T. H., Laverie, D. A., Wilcox, J. F., & Duhan, D. F. (2005). Differential Effects of Experience, Subjective Knowledge, and Objective Knowledge on Sources of Information used in consumer wine purchase. Journal of Hospitality & Tourism Research, 29(1), 3–19.
Ellis, D., & Caruana, A. (2018). Consumer wine knowledge: components and segments. International Journal of Wine Business Research, 30(3), 277–291.
Ellis, D., & Thompson, F. (2018). The effect of wine knowledge type on variety seeking behavior in wine purchasing. Journal of Wine Research, 29(2), 71–86.
Famularo, B., Bruwer, J., & Elton, L. (2010). Region of origin as choice factor: wine knowledge and wine tourism involvement influence. International Journal of Wine Business Research, 22(4), 362–385.
Ferreira, C., Lourenço-Gomes, L., Pinto, L., & Silva, P. (2019). Is there a gender effect on wine choice in Portugal? – A qualitative approach. International Journal of Wine Business Research, 1751–1062.
Festinger, L. (1957). A Theory of Cognitive Dissonance. Evanston: Row and Peterson.
Flynn, L., Goldsmith, R., & Eastman, J. (1996). Opinion Leaders and Opinion Seekers: Two New Measurement Raju, P. S., Lonial, Subhash C., and Mangold, W. Glynn: Differential Scales. Journal of the Academy of Marketing Science, 137–147.
Flynn, L. R., & Goldsmith, R. E. (1999). A short, reliable measure of subjective knowledge. Journal of Business Research, 46(1), 57–66.
Forbes, S. L., Cohen, D., & Dean, D. L. (2008). An assessment of wine knowledge amongst global consumers. 4th International Conference of the Academy of Wine Business Research.
Fornerino, M., & D’Hauteville, F. (2010). How good does it taste? Is it the product or the brand? Journal of Product and Brand Management, 19, 34–43.
Francis, I. L., & Williamson, P. O. (2015). Application of consumer sensory science in wine research. Australian Journal of Grape and Wine Research, 21, 554–567.
Gallardo, R. K., Hong, Y. A., Silva Jaimes, M., & Flores Orozco, J. (2018). Investigating consumer food choice behavior: An application combining sensory evaluation and experimental auctions. Ciencia e Investigacion Agraria, 45(1), 1–10.
Gustafson, C. R. (2015). The role of knowledge in choice, valuation, and outcomes for multi-attribute goods. Journal of Agricultural and Food Industrial Organization, 13(1), 33–43.
Helson, H. (1964). Adaptation Level Theory. New York, NY: Harper and Row.
IVV. (2018). Mercado Nacional Vinhos Tranquilos.
Johnson, R., & Bruwer, J. (2007). Regional brand image and perceived wine quality: the consumer perspective. International Journal of Wine Business Research, 19(4), 276–297.
Kallas, Z., Escobar, C., & Gil, J. M. (2013). Analysis of consumers’ preferences for a special-occasion red wine: A dual response choice experiment approach. Food Quality and Preference, 30, 156–168.
Kokthi, E., & Kruja, D. (2017). Consumer Expectations for Geographical Origin: Eliciting Willingness to Pay (WTP) Using the Disconfirmation of Expectation Theory (EDT). Journal of Food Products Marketing, 23(8), 873–889.
Lange, C., Martin, C., Chabanet, C., Combris, P., & Issanchou, S. (2002). Impact of the information provided to consumers on their willingness to pay for Champagne: Comparison with hedonic scores. Food Quality and Preference, 13(7–8), 597–608.
Lattey, K. A., Bramley, B. R., & Francis, I. L. (2010). Consumer acceptability, sensory properties and expert quality judgements of Australian Cabernet Sauvignon and Shiraz wines. Australian Journal of Grape and Wine Research, 16(1), 189–202.
Lecocq, S., Magnac, T., Pichery, M., & Visser, M. (2004). The Impact of Information on Wine Auction Prices: Results of an Experiment. Annales d’Économie et de Statistique.
Lick, E., König, B., Kpossa, M., & Buller, V. (2017). Sensory expectations generated by colours of red wine labels. Journal of Retailing and Consumer Services, 37(October 2016), 146–158.
Lockshin, L., & Corsi, A. (2012). Consumer behaviour for wine 2.0: A review since 2003 and future directions. Wine Economics and Policy, 1(1), 2–23.
Lockshin, L., & Hall, J. (2003). Consumer Purchasing Behavoir for Wine: What we know and where we are going. International Wine Marketing Colloquium. Adelaide., 1–5.
Madureira, T., & Nunes, F. (2013). Relevant attributes of Portuguese wines: matching regions and consumer’s involvement level. International Journal of Wine Business Research, 25(1), 75–86.
Masson, J., Aurier, P., & D’hauteville, F. (2008). Effects of non-sensory cues on perceived quality: the case of low-alcohol wine. International Journal of Wine Business Research, 20(3), 215–229.
Muller, S., Lockshin, L., & Louviere, J. (2010). What you see may not be what you get: Asking consumers what metters may not reflect what they choose. Marketing Letters, 21, 335–350.
Nunnally, J. (1978). Psychometric Theory. New York: McGraw Hill.
Palma, D., Ortúzar, J. D. D., Rizzi, L. I., Casaubon, G., & Aromas, C. De. (2013). Modelling wine consumers preferences: How different can consumers be? International Choice Modelling Conference.
Perrouty, J., D’Hauteville, F., & Lockshin, L. (2006). The influence of wine attributes on region of origin equity : An analysis of the moderating effect of consumer’s perceived expertise. Agribusiness, 22(3), 323–341.
Pettigrew, S., & Charters, S. (2006). Consumers’ expectations of food and alcohol pairing. British Food Journal, 108(3), 169–180.
Pomarici, E., Asioli, D., Vecchio, R., & Næs, T. (2018). Young consumers’ preferences for water-saving wines: An experimental study. Wine Economics and Policy, 7(1), 65–76.
Sarathy, P. S., & Patro, S. K. (2013). The role of opinion leaders in high-involvement purchases: An empirical investigation. South Asian Journal of Management, 20(2), 127–145.
Schifferstein, H. (2001). Effects of products beliefs on product perception and liking. In Food, People and Society a European Perspective of Consumer Choices (pp. 73–96).
Schifferstein, H. N., & Mojet, J. (1999). Asymmetry in the Disconfirmation of expectations for natural yogurt. Appetite, 32.
Siret, F., & Issanchou, S. (2000). Traditional process: Influence on sensory properties on consumer expectation and liking application to patê de campagne. Food Quality and Preference, 11, 217–228.
Steenkamp. J. (1990). Conceptual model of the quality perception process. Journal of Business Research, 21, 309–333.
Stefani, G., Romano, D., & Cavicchi, A. (2006). Consumer expectations, liking and willingness to pay for specialty foods: Do sensory characteristics tell the whole story? Food Quality and Preference, 17(1–2), 53–62.
Steve Charters, & Simone Pettigrew. (2007). The dimensions of wine quality. Food Quality and Preference, 18, 997–1007.
Stolzenbach, S., Bredie, W., Christensen, R., & Byrne, D. (2013). Impact of product information and repeated exposure on consumer liking, sensory perception, and concept associations of local apple juice. Food Research International, 52, 91–98.
Teas, K. R., & Palan, K. (2003). Disconfirmed Expectations Theory of Consumer Satisfaction: An Examination of Representational and Response Language Effect. Journal of Consumer Satisfaction,Dissatisfaction and Complaining Behaviour, 16(81), 81–105.
Van Ittersum, K., Meulenberg, M. T., Van Trijp, H., & Candel, M. J. (2007). Consumers’ appreciation of regional certification labels: A Pan-European study. Journal of Agricultural and Economics, 58, 1–23.
Vecchio, R., Lisanti, M. T., Caracciolo, F., Cembalo, L., Gambuti, A., Moio, L., … Piombino, P. (2019). The role of production process and information on quality expectations and perceptions of sparkling wines. Journal of the Science of Food and Agriculture, 99(1), 124–135.
Verdú, A., Lloréns, F. J., & Fuentes, M. M. (2004). Measuring perceptions of quality in food products: The case of red wine,. Food Quality and Preference, 15(5), 453–469.
Verlegh, P., & Van Ittersum, K. (2001). The origin of spices: the impact of geographic product origin on consumer decision making. In L. Frewer, E. Risvik, & H. Schifferstein (Eds.), Food, people and society (pp. 267–280). Berlin: Springer.
Vigar-Ellis, D., Pitt, L., & Caruana, A. (2015). Knowledge effects on the exploratory acquisition of wine. International Journal of Wine Business Research, 27(2), 84–102.
Wolf, M., Carpenter, S., & Qenani-Petrela, E. (2005). A comparison of X, Y, and boomer generation wine consumers in California. Journal of Food Distribution Research, 36(1), 86–91.
Anderson, R. (1973). Consumer dissatisfaction: The effect of disconfirmed expectancy on perceived product performance. Journal of Marketing Research, 10.
Aqueveque, C. (2006). Extrinsic cues and perceived risk: the influence of consumption situation. Journal of Consumer Marketing, 23(5), 237–247.
Botelho, A., Dinis, I., Lourenço-Gomes, L., Moreira, J., Costa Pinto, L., & Simões, O. (2017). The effect of sequential information on consumers’ willingness to pay for credence food attributes. Appetite, 118, 17–25.
Botonaki, A., & Tsakiridou E. (2004). No Title. Acta Agriculturae Scandinavica Section C - Economy, 1, 91–98.
Bruwer, J., Li, E., & Reid, M. (2002). Segmentation of the Australian wine market using a wine-related lifestyle approach. Journal of Wine Research, 13(3), 217–242.
Bruwer, J., Saliba, A., & Miller, B. (2011). Consumer behaviour and sensory preference differences: implications for wine product marketing. Journal of Consumer Marketing, 28(1), 5–18.
Calvo, D. (2002). Analysis of brand equity supplied by appellations of origin: An empirical application for beef. Journal of International Food and Agribusiness Marketing, 14(3), 21–34.
Caporale, G., Policastro, S., Carlucci, A., & Monteleone, E. (2006). Consumer expectations for sensory properties in virgin olive oils. Food Quality and Preference, 17, 116–115.
Cohen, J., & Basu, K. (1987). Alternative models of categorization: towards a contingent processing framework. Journal of Consumer Research, 13(4), 455–472.
Cohen, Justin, & Cohen, E. (2011). Can Consumers Discriminate Between Sensory Attributes in Wine : The Case of Bordeaux Reds. (June).
Combris, P., Bazoche, P., Giraud-Héraud, E., & Issanchou, S. (2009). Food choices: What do we learn from combining sensory and economic experiments? Food Quality and Preference, 20(8), 550–557.
Costanigro, M., Kroll, S., Thilmany, D., & Bunning, M. (2014). Is it love for local/organic or hate for conventional? Asymmetric effects of information and taste on label preferences in an experimental auction. Food Quality and Preference, 31(1), 94–105.
D’Hauteville, F., Fornerino, M., & Perrouty, P. (2007). "Disconfirmation of taste as a measure of region of origin equity: An experimental study on five French wine regions. International Journal of Wine Business Research, 19(1), 33–48.
Deliza, R., & MacFie, H. J. H. (1996). The generation of sensory expectation by external cues and its effect on sensory perception and hedonic ratings: a review. Journal of Sensory Studies, 11, 103–128.
Dodd, T. H., Laverie, D. A., Wilcox, J. F., & Duhan, D. F. (2005). Differential Effects of Experience, Subjective Knowledge, and Objective Knowledge on Sources of Information used in consumer wine purchase. Journal of Hospitality & Tourism Research, 29(1), 3–19.
Ellis, D., & Caruana, A. (2018). Consumer wine knowledge: components and segments. International Journal of Wine Business Research, 30(3), 277–291.
Ellis, D., & Thompson, F. (2018). The effect of wine knowledge type on variety seeking behavior in wine purchasing. Journal of Wine Research, 29(2), 71–86.
Famularo, B., Bruwer, J., & Elton, L. (2010). Region of origin as choice factor: wine knowledge and wine tourism involvement influence. International Journal of Wine Business Research, 22(4), 362–385.
Ferreira, C., Lourenço-Gomes, L., Pinto, L., & Silva, P. (2019). Is there a gender effect on wine choice in Portugal? – A qualitative approach. International Journal of Wine Business Research, 1751–1062.
Festinger, L. (1957). A Theory of Cognitive Dissonance. Evanston: Row and Peterson.
Flynn, L., Goldsmith, R., & Eastman, J. (1996). Opinion Leaders and Opinion Seekers: Two New Measurement Raju, P. S., Lonial, Subhash C., and Mangold, W. Glynn: Differential Scales. Journal of the Academy of Marketing Science, 137–147.
Flynn, L. R., & Goldsmith, R. E. (1999). A short, reliable measure of subjective knowledge. Journal of Business Research, 46(1), 57–66.
Forbes, S. L., Cohen, D., & Dean, D. L. (2008). An assessment of wine knowledge amongst global consumers. 4th International Conference of the Academy of Wine Business Research.
Fornerino, M., & D’Hauteville, F. (2010). How good does it taste? Is it the product or the brand? Journal of Product and Brand Management, 19, 34–43.
Francis, I. L., & Williamson, P. O. (2015). Application of consumer sensory science in wine research. Australian Journal of Grape and Wine Research, 21, 554–567.
Gallardo, R. K., Hong, Y. A., Silva Jaimes, M., & Flores Orozco, J. (2018). Investigating consumer food choice behavior: An application combining sensory evaluation and experimental auctions. Ciencia e Investigacion Agraria, 45(1), 1–10.
Gustafson, C. R. (2015). The role of knowledge in choice, valuation, and outcomes for multi-attribute goods. Journal of Agricultural and Food Industrial Organization, 13(1), 33–43.
Helson, H. (1964). Adaptation Level Theory. New York, NY: Harper and Row.
IVV. (2018). Mercado Nacional Vinhos Tranquilos.
Johnson, R., & Bruwer, J. (2007). Regional brand image and perceived wine quality: the consumer perspective. International Journal of Wine Business Research, 19(4), 276–297.
Kallas, Z., Escobar, C., & Gil, J. M. (2013). Analysis of consumers’ preferences for a special-occasion red wine: A dual response choice experiment approach. Food Quality and Preference, 30, 156–168.
Kokthi, E., & Kruja, D. (2017). Consumer Expectations for Geographical Origin: Eliciting Willingness to Pay (WTP) Using the Disconfirmation of Expectation Theory (EDT). Journal of Food Products Marketing, 23(8), 873–889.
Lange, C., Martin, C., Chabanet, C., Combris, P., & Issanchou, S. (2002). Impact of the information provided to consumers on their willingness to pay for Champagne: Comparison with hedonic scores. Food Quality and Preference, 13(7–8), 597–608.
Lattey, K. A., Bramley, B. R., & Francis, I. L. (2010). Consumer acceptability, sensory properties and expert quality judgements of Australian Cabernet Sauvignon and Shiraz wines. Australian Journal of Grape and Wine Research, 16(1), 189–202.
Lecocq, S., Magnac, T., Pichery, M., & Visser, M. (2004). The Impact of Information on Wine Auction Prices: Results of an Experiment. Annales d’Économie et de Statistique.
Lick, E., König, B., Kpossa, M., & Buller, V. (2017). Sensory expectations generated by colours of red wine labels. Journal of Retailing and Consumer Services, 37(October 2016), 146–158.
Lockshin, L., & Corsi, A. (2012). Consumer behaviour for wine 2.0: A review since 2003 and future directions. Wine Economics and Policy, 1(1), 2–23.
Lockshin, L., & Hall, J. (2003). Consumer Purchasing Behavoir for Wine: What we know and where we are going. International Wine Marketing Colloquium. Adelaide., 1–5.
Madureira, T., & Nunes, F. (2013). Relevant attributes of Portuguese wines: matching regions and consumer’s involvement level. International Journal of Wine Business Research, 25(1), 75–86.
Masson, J., Aurier, P., & D’hauteville, F. (2008). Effects of non-sensory cues on perceived quality: the case of low-alcohol wine. International Journal of Wine Business Research, 20(3), 215–229.
Muller, S., Lockshin, L., & Louviere, J. (2010). What you see may not be what you get: Asking consumers what metters may not reflect what they choose. Marketing Letters, 21, 335–350.
Nunnally, J. (1978). Psychometric Theory. New York: McGraw Hill.
Palma, D., Ortúzar, J. D. D., Rizzi, L. I., Casaubon, G., & Aromas, C. De. (2013). Modelling wine consumers preferences: How different can consumers be? International Choice Modelling Conference.
Perrouty, J., D’Hauteville, F., & Lockshin, L. (2006). The influence of wine attributes on region of origin equity : An analysis of the moderating effect of consumer’s perceived expertise. Agribusiness, 22(3), 323–341.
Pettigrew, S., & Charters, S. (2006). Consumers’ expectations of food and alcohol pairing. British Food Journal, 108(3), 169–180.
Pomarici, E., Asioli, D., Vecchio, R., & Næs, T. (2018). Young consumers’ preferences for water-saving wines: An experimental study. Wine Economics and Policy, 7(1), 65–76.
Sarathy, P. S., & Patro, S. K. (2013). The role of opinion leaders in high-involvement purchases: An empirical investigation. South Asian Journal of Management, 20(2), 127–145.
Schifferstein, H. (2001). Effects of products beliefs on product perception and liking. In Food, People and Society a European Perspective of Consumer Choices (pp. 73–96).
Schifferstein, H. N., & Mojet, J. (1999). Asymmetry in the Disconfirmation of expectations for natural yogurt. Appetite, 32.
Siret, F., & Issanchou, S. (2000). Traditional process: Influence on sensory properties on consumer expectation and liking application to patê de campagne. Food Quality and Preference, 11, 217–228.
Steenkamp. J. (1990). Conceptual model of the quality perception process. Journal of Business Research, 21, 309–333.
Stefani, G., Romano, D., & Cavicchi, A. (2006). Consumer expectations, liking and willingness to pay for specialty foods: Do sensory characteristics tell the whole story? Food Quality and Preference, 17(1–2), 53–62.
Steve Charters, & Simone Pettigrew. (2007). The dimensions of wine quality. Food Quality and Preference, 18, 997–1007.
Stolzenbach, S., Bredie, W., Christensen, R., & Byrne, D. (2013). Impact of product information and repeated exposure on consumer liking, sensory perception, and concept associations of local apple juice. Food Research International, 52, 91–98.
Teas, K. R., & Palan, K. (2003). Disconfirmed Expectations Theory of Consumer Satisfaction: An Examination of Representational and Response Language Effect. Journal of Consumer Satisfaction,Dissatisfaction and Complaining Behaviour, 16(81), 81–105.
Van Ittersum, K., Meulenberg, M. T., Van Trijp, H., & Candel, M. J. (2007). Consumers’ appreciation of regional certification labels: A Pan-European study. Journal of Agricultural and Economics, 58, 1–23.
Vecchio, R., Lisanti, M. T., Caracciolo, F., Cembalo, L., Gambuti, A., Moio, L., … Piombino, P. (2019). The role of production process and information on quality expectations and perceptions of sparkling wines. Journal of the Science of Food and Agriculture, 99(1), 124–135.
Verdú, A., Lloréns, F. J., & Fuentes, M. M. (2004). Measuring perceptions of quality in food products: The case of red wine,. Food Quality and Preference, 15(5), 453–469.
Verlegh, P., & Van Ittersum, K. (2001). The origin of spices: the impact of geographic product origin on consumer decision making. In L. Frewer, E. Risvik, & H. Schifferstein (Eds.), Food, people and society (pp. 267–280). Berlin: Springer.
Vigar-Ellis, D., Pitt, L., & Caruana, A. (2015). Knowledge effects on the exploratory acquisition of wine. International Journal of Wine Business Research, 27(2), 84–102.
Wolf, M., Carpenter, S., & Qenani-Petrela, E. (2005). A comparison of X, Y, and boomer generation wine consumers in California. Journal of Food Distribution Research, 36(1), 86–91.