Purpose

This study aims to investigate how sensory cue order, wine knowledge and visual–olfactory (V–O) congruence affect consumer’s taste perceptions of wine and their subsequent behavior.

Design/methodology/approach

An experiment was performed to identify the effects of sensory cue congruence and sensory cue order on wine consumers’ perceptions of wine, affective evaluations, cognitive evaluations and purchase intentions.

Findings

Wine experts exhibited positive emotional responses to congruent sensory cues in the V–O order. Experts’ enjoyment of wine’s aroma, their emotional responses, their cognitive evaluations and their purchase intentions were lower in the incongruent condition. Consumers’ negative emotions elicited by the V–O sequence were also less intense than those triggered by the olfactory–visual (O–V) sequence. Wine experts demonstrated more positive emotional responses in the V–O sensory congruent condition.

Research limitations/implications

This study highlights how visual and olfactory sensory cue order, wine knowledge and sensory cue congruence interact to clarify wine-related behavioral intention. Findings reveal the roles of these factors in shaping sensory perceptions, cognitive evaluations, affective evaluations and behavior related to wine consumption.

Practical implications

This study holds implications for various stakeholders, including winemakers, wine businesses, restaurants and the broader hospitality industry. Wine businesses can enhance advertising effectiveness by tailoring their marketing efforts to customers’ knowledge levels and emphasizing the inherent attributes that align with individuals’ preferences. Winemakers can improve consumers’ sensory experiences by enhancing the natural color of wines. Restaurants can strive to ignite diners’ positive emotions and experiences by providing congruent information. Furthermore, sensory-driven strategies can be used in the hospitality sector to elevate customers’ positive emotions.

Originality/value

This study fills gaps in wine research by delineating how wine knowledge and related sensory cues can influence consumers’ sensory perceptions, cognitive evaluations, affective evaluations and behavior. These aspects have been largely overlooked in previous work.

中文翻译：

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感官线索对消费者葡萄酒味觉和行为的影响：来自品酒实验的证据

 目的

本研究旨在调查感官线索顺序、葡萄酒知识和视觉嗅觉（V-O）一致性如何影响消费者对葡萄酒的味觉感知及其后续行为。

设计/方法论/途径

进行了一项实验，以确定感官线索一致性和感官线索顺序对葡萄酒消费者对葡萄酒的感知、情感评价、认知评价和购买意图的影响。

 发现

葡萄酒专家对 V-O 顺序中一致的感官线索表现出积极的情绪反应。在不一致的条件下，专家对葡萄酒香气的享受、情绪反应、认知评价和购买意愿均较低。 V-O 序列引发的消费者负面情绪也没有嗅觉-视觉 (O-V) 序列引发的负面情绪强烈。葡萄酒专家在 V-O 感官一致条件下表现出更积极的情绪反应。

研究局限性/影响

这项研究强调了视觉和嗅觉感官线索顺序、葡萄酒知识和感官线索一致性如何相互作用，以阐明与葡萄酒相关的行为意图。研究结果揭示了这些因素在塑造与葡萄酒消费相关的感官知觉、认知评估、情感评估和行为中的作用。

 实际影响

这项研究对包括酿酒师、葡萄酒企业、餐馆和更广泛的酒店业在内的各个利益相关者都有影响。葡萄酒企业可以根据客户的知识水平调整营销工作并强调符合个人偏好的固有属性，从而提高广告效果。酿酒师可以通过增强葡萄酒的自然色泽来改善消费者的感官体验。餐厅可以通过提供一致的信息来努力激发食客的积极情绪和体验。此外，感官驱动策略可用于酒店业，以提升顾客的积极情绪。

 原创性/价值

这项研究通过描述葡萄酒知识和相关感官线索如何影响消费者的感官知觉、认知评估、情感评估和行为，填补了葡萄酒研究的空白。这些方面在以前的工作中很大程度上被忽视了。