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Should It Be Told or Tasted? Impact of Sensory Versus Nonsensory Cues on the Categorization of Low-Alcohol Wines

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  • Masson, Josselin
  • Aurier, Philippe

Abstract

We use the expectation-disconfirmation and categorization theories to study the effects of sensory versus nonsensory cues relative to a transformed attribute on categorization and typicality judgments relative to a new food product. In an experiment involving 51 participants and low-alcohol wines (new products), we show that categorization and typicality judgments differ according to sensory versus nonsensory cues. The new transformed product is categorized more often in its original category—wine—and perceived as more typical in the nonsensory compared to the sensory condition. (JEL Classifications: L66, M31)

Suggested Citation

  • Masson, Josselin & Aurier, Philippe, 2015. "Should It Be Told or Tasted? Impact of Sensory Versus Nonsensory Cues on the Categorization of Low-Alcohol Wines," Journal of Wine Economics, Cambridge University Press, vol. 10(1), pages 62-74, May.
    • Handle: RePEc:cup:jwecon:v:10:y:2015:i:01:p:62-74_00
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    More about this item

    JEL classification:

    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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