Does wine label processing fluency influence wine hedonics? - Kölner UniversitätsPublikationsServer

Gmuer, Angelina, Siegrist, Michael ORCID: 0000-0002-6139-7190 and Dohle, Simone ORCID: 0000-0003-1535-5464 (2015). Does wine label processing fluency influence wine hedonics? Food. Qual. Prefer., 44. S. 12 - 17. OXFORD: ELSEVIER SCI LTD. ISSN 1873-6343

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DOI:10.1016/j.foodqual.2015.03.007

Abstract

Research from the sensory science literature reveals that product information has an influence on the hedonic taste rating. Studies from social cognitive research have shown that processing fluency influences decision-making and evaluation processes. The present field study (N = 123) applied a 2 x 2-between-subject design to explore whether the processing fluency of the label information (low versus high) or the consumption domain (everyday versus special-occasion) have in effect on the subsequent hedonic taste rating of a wine. Fluency was manipulated via an easy- or difficult-to-read font. Results showed that there was no effect of the consumption domain. However, the wine was liked more in the high-fluency condition compared to the low-fluency condition. Thus, the results indicate that a wine tastes better if the labeled visual information can be processed relatively fluently. This research therefore adds to the literature on processing fluency because it suggests that fluency transfers across modalities. To give reliable recommendations to marketing specialists and label designers, further research is required to confirm the observed findings. (C) 2015 Elsevier Ltd. All rights reserved.

Item Type:

Journal Article

Creators:

Creators	Email	ORCID	ORCID Put Code
Gmuer, Angelina	UNSPECIFIED	UNSPECIFIED	UNSPECIFIED
Siegrist, Michael	UNSPECIFIED	orcid.org/0000-0002-6139-7190	UNSPECIFIED
Dohle, Simone	UNSPECIFIED	orcid.org/0000-0003-1535-5464	UNSPECIFIED