Assessing experiential augmentation of the environment in the valuation of wine: Evidence from an economic experiment in Mt. Etna, Italy

Pappalardo, Gioacchino; Selvaggi, Roberta; Pecorino, Biagio; Lee, Ji Yong; Nayga, Rodolfo M.

doi:10.1002/mar.21202

Cited by 9 publications

(4 citation statements)

References 64 publications

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“…(2019).Impact of music: De Luca et al. (2019); Hsu and Chen (2019).Other kinds of interaction (culture, location): Pappalardo et al. (2019); Velikova et al.…”

Section: Synthesis Of the Resultsmentioning

confidence: 99%

Multisensory analysis and wine marketing: systematic review and perspectives

Campo

Rosato²,

Battisti

2021

BFJ

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PurposeThis paper is aimed at examining and critically analyzing systematical literature on wine and cross-modality between the five senses. In particular, the researchers want to highlight the role of multisensory analysis on wine marketing and consumer behavior studies.Design/methodology/approachThis paper is based on a systematic review of literature conducted on peer-reviewed journals.FindingsResults highlight how multisensory analysis of wine is a growing topic insomuch that research on this kind of topic is exploded in the last years. Nevertheless, wine and cross-modality is more analyzed on food science journals than in marketing ones.Originality/valueThe paper examines a field of research moderately explored in order to shed light to the current status of scientific studies and to propose new research questions to develop.

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“…(2019).Impact of music: De Luca et al. (2019); Hsu and Chen (2019).Other kinds of interaction (culture, location): Pappalardo et al. (2019); Velikova et al.…”

Section: Synthesis Of the Resultsmentioning

confidence: 99%

Multisensory analysis and wine marketing: systematic review and perspectives

Campo

Rosato²,

Battisti

2021

BFJ

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“…In these environments, consumers are not just purchasing wine but a product bundled with an experience, and per-bottle margins tend to be higher (Barber, Donovan, and Dodd, 2008). Research has shown that the location/environment in which experiences occur can improve quality perceptions and WTP, and these effects are long-lasting (Pappalardo et al, 2019). Tourism activities, however, tend to be seasonal, so the potential to increase volume is limited.…”

Section: Discussion and Policy Recommendationsmentioning

confidence: 99%

Consumer Stigma and the Reputation Trap Hypothesis: An In-Store Experiment with Colorado Wines

Costanigro

Jablonski

2021

J Wine Econ

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We conducted an in-store experiment to test the hypothesis that Colorado wines may suffer from reputational stigma. The context relates to marketing challenges faced by novel wine regions entering the competitive retail environment, even in a local context, and the possibility of being stuck in a “bad reputation trap.” Adopting a 2×2 design where we varied region of production (Colorado vs. California) and grape variety (familiar vs. unfamiliar), we administered a between-subject information treatment that revealed the origin of production to only half of the participants. We measured taste perceptions using Likert scales, and we elicited valuation via a multiple price listing. Our results are consistent with the presence of stigma against wines produced in Colorado. In the discussion, we draw from the literature on stigmatized markets to suggest plausible strategies to remove or avoid stigma. (JEL Classifications: L1, L15, Q1, Q13)

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“…Following similar wine studies (Danner et al , 2017; Pappalardo et al , 2019; Vecchio et al , 2019), the sample size was set at 150 participants. Respondents were recruited by an external consumer association, in summer 2018, informing they would participate in a marketing research survey at the University campus that would last approximately an hour.…”

Section: Methodsmentioning

confidence: 99%

Does the denomination taste better than the wine?

Vecchio

Rinaldi

Moio

2019

BFJ

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Purpose The purpose of this paper is twofold: first, to investigate whether consumer preferences differ for wines with diverse price points and second, to analyze the effect of denominations of origin information on preferences. Design/methodology/approach In, total 150 regular wine buyers expressed their willingness-to-pay (WTP) for 12 red wines of 3 denominations (Chianti Classico DOCG, Morellino di Scansano DOCG and Toscana IGT) with three price points (basic=€5, medium=€10 and high=€20) in an incentive-compatible experiment, involving two consecutive rounds: a blind tasting and an informed tasting. Findings The findings reveal that price points are not statistically related to consumer preferences measured in the blind round, while information on the denomination of origin leads to a statistically significant increase in WTP for wines of all price points for all denominations. Originality/value This paper investigates whether Sangiovese-based wines at varying levels of price points (basic, medium and high) receive different WTP by consumers in non-hypothetical experimental auctions. Furthermore, the effect of denominations of origin information on preferences is explored, comparing evaluations without and with this specific information.

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Assessing experiential augmentation of the environment in the valuation of wine: Evidence from an economic experiment in Mt. Etna, Italy

Cited by 9 publications

References 64 publications

Multisensory analysis and wine marketing: systematic review and perspectives

Multisensory analysis and wine marketing: systematic review and perspectives

Consumer Stigma and the Reputation Trap Hypothesis: An In-Store Experiment with Colorado Wines

Does the denomination taste better than the wine?

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