Work

Uncorking Wine Choices Through Schema Theory: The Impact of Producer Familiarity and Nontraditional Labels

Year: 2025

Type: article

Abstract: ABSTRACT The present study aims to illustrate how schema theory can serve as a cohesive framework for understanding consumers' preferences for wine labels. It explores the impact of humorous wine labels on consumers' purchase decision processes. Additionally, the role of familiarity bias is investigated using producer‐name labels. A total of 360 Greek participants were surveyed online and exposed to combinations of humorous, nature‐related, and producer‐name labels. Responses were assessed in terms of perceived quality, purchase intention, and willingness to pay the quoted price. The findings revealed that humorous labels negatively affected perceived quality and purchase decisions, supporting schema theory. Following the familiarity bias, familiar producer names positively influenced buying and payment intentions. This study employs a cognitive framework to enhance the understanding of consumers' buying decision patterns in the context of wine labels.

Source: Applied Cognitive Psychology

DOI: 10.1002/acp.70059

Authors: Chrysanthi Nega, Panagiotis Kourtesis, Athanasios Krystallis, Lena Pateraki

Institutions: The American College of Greece, National and Kapodistrian University of Athens, University of Edinburgh

Language: English

Topic: Wine Industry and Tourism

Subfield: Tourism, Leisure and Hospitality Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4409747371

FWCI: 1.771

Cites: 87

Cited by: 1

Related to: 10