Region of origin and consumers’ quality perception of wine: an assimilation – contrast approach
- Assimilation- Contrast approach; quality; region of origin; wine
Copyright (c) 2021 Carla Ferreira, Lina Lourenço-Gomes, Lígia Pinto
This work is licensed under a Creative Commons Attribution 4.0 International License.
The region of origin is one of the most important extrinsic wine cues, encompassing a symbolic and affective role with impacts both on the expected and perceived quality. The main purpose of this paper is to evaluate, in an experimental context, the role of the wine region on the perceived quality of the product itself. Using the assimilation-contrast approach, an experimental set up was designed to elicit consumer preferences through liking score in three different information conditions. Furthermore, the impact of consumers’ wine knowledge level on the perceived quality and experienced quality of wine is examined. The results, from a sample of 136 wine consumers, show that for all consumers segments, the most important wine information is the region of region. Moreover, the region of origin affects the sensory profile, the consumer expectations, and the consumer informed liking. In addition, the disagreement between the expected quality and experienced quality, i.e the percentage of dissonance, varies by region of origin. Moreover, the average percentage of dissonance and the moderating effect of information also varies by region, suggesting an association between experienced, expected and perceived quality. These findings show that region of origin may offer a good predictive value of the product, maintaining high consumer expectations. In sum, the results offer interesting possibilities in terms of how to understand the strength of a region as a brand.
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