Pub Date : 2022-04-03DOI: 10.1080/09571264.2022.2081140
P. Rita, Sérgio Moro
ABSTRACT This study addresses wine tasting experienced by tourists in the context of the worldwide renowned Port wine. A total of 824 online reviews posted about four major Port wine cellars in TripAdvisor were collected. Data were analyzed with text mining and topic modeling, and sentiment scores, as well as ratings, were also considered. Overall, results showed that guests were primarily attracted by the experience as a whole, including the tour and the wine culture and not just the wine tasting experience. Furthermore, six topics were found with associated main keywords and comprehending distinct groups of guests with different preferences. Three groups underlined tour and visiting experience, whereas two other groups were composed of enthusiastic wine fans, with one more focused on the wine/winery/cellar experience while the other enjoyed a diversified wine selection. Yet another group aggregated tourists who valued the food experience.
{"title":"Tasting the Port wine cellar experience: what features please the most?","authors":"P. Rita, Sérgio Moro","doi":"10.1080/09571264.2022.2081140","DOIUrl":"https://doi.org/10.1080/09571264.2022.2081140","url":null,"abstract":"ABSTRACT\u0000 This study addresses wine tasting experienced by tourists in the context of the worldwide renowned Port wine. A total of 824 online reviews posted about four major Port wine cellars in TripAdvisor were collected. Data were analyzed with text mining and topic modeling, and sentiment scores, as well as ratings, were also considered. Overall, results showed that guests were primarily attracted by the experience as a whole, including the tour and the wine culture and not just the wine tasting experience. Furthermore, six topics were found with associated main keywords and comprehending distinct groups of guests with different preferences. Three groups underlined tour and visiting experience, whereas two other groups were composed of enthusiastic wine fans, with one more focused on the wine/winery/cellar experience while the other enjoyed a diversified wine selection. Yet another group aggregated tourists who valued the food experience.","PeriodicalId":52456,"journal":{"name":"Journal of Wine Research","volume":"33 1","pages":"88 - 99"},"PeriodicalIF":0.0,"publicationDate":"2022-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47527857","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-01-02DOI: 10.1080/09571264.2022.2045921
Carla Ferreira, L. Lourenço-Gomes, L. Pinto
ABSTRACT Evaluation of wine quality before tasting requires more than simple access to information; it demands the knowledge and the experience to interpret the information provided. This paper intends to contribute to an in-depth understanding of the role that self-reported wine knowledge plays on individual attitudes and behavior towards choice and evaluation of wine. Five focus groups involving 45 regular red wine consumers were conducted in 4 Portuguese wine regions. Qualitative data were transcribed verbatim and content analysis was applied. Three main dimensions emerged, highlighting the importance of self-reported wine knowledge on the decision-making process: (1) conceptualization, (2) product adaptation to the market, and (3) promotion. Results suggest that for least knowledgeable participants, the consumption moment is very important, they consume occasionally, and they choose and evaluate wine quality based on brand, food pairing, alcohol content, and wine image. Inversely very knowledgeable participants consume wine often and choose and evaluate wine quality based on information such as region of origin, grape variety, and alcohol content. This study adds the effect of self-reported knowledge on wine choice to the related literature. A source triangulation combining qualitative and quantitative methods is applied.
{"title":"How does self-reported knowledge influence the effect of extrinsic cues on wine choice? A qualitative approach","authors":"Carla Ferreira, L. Lourenço-Gomes, L. Pinto","doi":"10.1080/09571264.2022.2045921","DOIUrl":"https://doi.org/10.1080/09571264.2022.2045921","url":null,"abstract":"ABSTRACT Evaluation of wine quality before tasting requires more than simple access to information; it demands the knowledge and the experience to interpret the information provided. This paper intends to contribute to an in-depth understanding of the role that self-reported wine knowledge plays on individual attitudes and behavior towards choice and evaluation of wine. Five focus groups involving 45 regular red wine consumers were conducted in 4 Portuguese wine regions. Qualitative data were transcribed verbatim and content analysis was applied. Three main dimensions emerged, highlighting the importance of self-reported wine knowledge on the decision-making process: (1) conceptualization, (2) product adaptation to the market, and (3) promotion. Results suggest that for least knowledgeable participants, the consumption moment is very important, they consume occasionally, and they choose and evaluate wine quality based on brand, food pairing, alcohol content, and wine image. Inversely very knowledgeable participants consume wine often and choose and evaluate wine quality based on information such as region of origin, grape variety, and alcohol content. This study adds the effect of self-reported knowledge on wine choice to the related literature. A source triangulation combining qualitative and quantitative methods is applied.","PeriodicalId":52456,"journal":{"name":"Journal of Wine Research","volume":"33 1","pages":"17 - 39"},"PeriodicalIF":0.0,"publicationDate":"2022-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48805461","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-01-02DOI: 10.1080/09571264.2022.2036111
Belinda Kemp, Hannah Charnock, Gary Pickering
ABSTRACT This study sought to understand what buying ‘local’ means to Ontario wine consumers and determine how local wine purchase behaviour varies with select demographic and environmental belief factors. Few studies concerning the perception of and reasons for purchasing local wine have been conducted, and none in the context of Ontario wine consumers. An online survey of Ontario wine consumers (N = 521) was carried out and results showed that perceptions of localness differed between food products (‘coming from within a 100 km radius of home’) and wine (‘coming from anyway in North America and Canada’). The most important motivational factors reported for purchasing local wine were directly linked to economic and hedonic factors, specifically; ‘support local vineyards and wineries’, ‘build the local economy’ and ‘taste and flavour’. High frequency purchasers of local wines also bought local foods more often and were more likely to seek information about the origin of their food than were lower frequency purchasers. A pro-ecological worldview is associated with higher purchasing frequency of Ontario wine. These results can assist Ontario wineries with respect to market segmentation and development of campaigns focused on local wine.
{"title":"What does ‘buying local’ mean to wine consumers?","authors":"Belinda Kemp, Hannah Charnock, Gary Pickering","doi":"10.1080/09571264.2022.2036111","DOIUrl":"https://doi.org/10.1080/09571264.2022.2036111","url":null,"abstract":"ABSTRACT This study sought to understand what buying ‘local’ means to Ontario wine consumers and determine how local wine purchase behaviour varies with select demographic and environmental belief factors. Few studies concerning the perception of and reasons for purchasing local wine have been conducted, and none in the context of Ontario wine consumers. An online survey of Ontario wine consumers (N = 521) was carried out and results showed that perceptions of localness differed between food products (‘coming from within a 100 km radius of home’) and wine (‘coming from anyway in North America and Canada’). The most important motivational factors reported for purchasing local wine were directly linked to economic and hedonic factors, specifically; ‘support local vineyards and wineries’, ‘build the local economy’ and ‘taste and flavour’. High frequency purchasers of local wines also bought local foods more often and were more likely to seek information about the origin of their food than were lower frequency purchasers. A pro-ecological worldview is associated with higher purchasing frequency of Ontario wine. These results can assist Ontario wineries with respect to market segmentation and development of campaigns focused on local wine.","PeriodicalId":52456,"journal":{"name":"Journal of Wine Research","volume":"33 1","pages":"1 - 16"},"PeriodicalIF":0.0,"publicationDate":"2022-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46427508","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-01-02DOI: 10.1080/09571264.2022.2045922
Sussie C. Morrish, Hannah Wolf, Laura Meriluoto
ABSTRACT The aim of this paper is to present a conceptualization of entrepreneurial marketing approaches that wineries can adopt in internationalization. Bringing together literature on marketing, entrepreneurship, internationalization, networks and serendipity, we argue that adopting an entrepreneurial marketing orientation (EMO) is appropriate for the wine industry and offer a set of propositions based on networks and serendipity literature to support an EMO and internationalization framework. EMO allows the wine industry to navigate the competitive and turbulent nature of the industry and overcome the challenges during the early stage of the internationalization journey. The paper offers a foundation to better understand the internationalization process of the wine sector and the benefits of EMO to wineries entering international markets.
{"title":"Internationalization and the wine industry: an entrepreneurial marketing approach","authors":"Sussie C. Morrish, Hannah Wolf, Laura Meriluoto","doi":"10.1080/09571264.2022.2045922","DOIUrl":"https://doi.org/10.1080/09571264.2022.2045922","url":null,"abstract":"ABSTRACT The aim of this paper is to present a conceptualization of entrepreneurial marketing approaches that wineries can adopt in internationalization. Bringing together literature on marketing, entrepreneurship, internationalization, networks and serendipity, we argue that adopting an entrepreneurial marketing orientation (EMO) is appropriate for the wine industry and offer a set of propositions based on networks and serendipity literature to support an EMO and internationalization framework. EMO allows the wine industry to navigate the competitive and turbulent nature of the industry and overcome the challenges during the early stage of the internationalization journey. The paper offers a foundation to better understand the internationalization process of the wine sector and the benefits of EMO to wineries entering international markets.","PeriodicalId":52456,"journal":{"name":"Journal of Wine Research","volume":"33 1","pages":"40 - 55"},"PeriodicalIF":0.0,"publicationDate":"2022-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44930901","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-02DOI: 10.1080/09571264.2021.2004540
N. Ekere, B. U. Ngang, U. Onoja
ABSTRACT Some metals (aluminium, lead, zinc and cadmium) contents and their potential health risks in 36 different brands of red wines locally produced and imported to South-East Nigeria are reported. The metals were determined using flame atomic absorption spectrometry after digestion with HNO3 and HClO4 mixture. The results revealed their mean concentration ranges as: Al (0.14 ± 0.01–16.02 ± 0.04 mg/L); Cd (not detected (ND) to 0.012 ± 0.02 mg/L); Pb (nd to 0.65 ± 0.01 mg/L) and Zn (0.08 ± 0.10–12.10 ± 0.12 mg/L). The concentration values obtained for the metals in some of the wines studied were higher than the maximum allowable limits established by Office International de la Vigne et du Vin. The brands of wines (made in Nigeria and imported ones) popularly consumed in the region are contaminated by these metals especially Zn and Cd. This is a source of concern due to possible health risks associated with their ingestion.
{"title":"Evaluation of metal contents of selected red wines consumed in South-East Nigeria","authors":"N. Ekere, B. U. Ngang, U. Onoja","doi":"10.1080/09571264.2021.2004540","DOIUrl":"https://doi.org/10.1080/09571264.2021.2004540","url":null,"abstract":"ABSTRACT\u0000 Some metals (aluminium, lead, zinc and cadmium) contents and their potential health risks in 36 different brands of red wines locally produced and imported to South-East Nigeria are reported. The metals were determined using flame atomic absorption spectrometry after digestion with HNO3 and HClO4 mixture. The results revealed their mean concentration ranges as: Al (0.14 ± 0.01–16.02 ± 0.04 mg/L); Cd (not detected (ND) to 0.012 ± 0.02 mg/L); Pb (nd to 0.65 ± 0.01 mg/L) and Zn (0.08 ± 0.10–12.10 ± 0.12 mg/L). The concentration values obtained for the metals in some of the wines studied were higher than the maximum allowable limits established by Office International de la Vigne et du Vin. The brands of wines (made in Nigeria and imported ones) popularly consumed in the region are contaminated by these metals especially Zn and Cd. This is a source of concern due to possible health risks associated with their ingestion.","PeriodicalId":52456,"journal":{"name":"Journal of Wine Research","volume":"33 1","pages":"100 - 109"},"PeriodicalIF":0.0,"publicationDate":"2021-12-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45918560","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-10-02DOI: 10.1080/09571264.2021.2012442
Yosr Ben Tahar, Coralie Haller, Charlotte Massa
ABSTRACT Wine tourism is developing in vineyards around the world with activities increasingly based on experience. These activities are designed for all consumers including business tourists, a category with high potential for wine tourism development. This exploratory research aims (1) to define business wine tourism by clarifying its features and (2) to understand the role of each category of actor operating in the industry. It applies a qualitative methodology based on nine semi-directive interviews with different actors from the tourism and wine industry. The use of the Swarbrooke and Horner (2001) model highlights the importance of the roles of stakeholders, and particularly Destination Management Organizations (DMOs). A revised version of the model adapted to the context of business wine tourism is proposed which emphasises the importance of co-creating individual and collective strategies in wine tourism destination attractiveness development. The main contribution of the study lies in the central role played by DMOs in the coordination of a collective and coherent wine tourism strategy and more specifically for business wine tourists.
{"title":"Business tourism in the wine sector: an exploratory study","authors":"Yosr Ben Tahar, Coralie Haller, Charlotte Massa","doi":"10.1080/09571264.2021.2012442","DOIUrl":"https://doi.org/10.1080/09571264.2021.2012442","url":null,"abstract":"ABSTRACT Wine tourism is developing in vineyards around the world with activities increasingly based on experience. These activities are designed for all consumers including business tourists, a category with high potential for wine tourism development. This exploratory research aims (1) to define business wine tourism by clarifying its features and (2) to understand the role of each category of actor operating in the industry. It applies a qualitative methodology based on nine semi-directive interviews with different actors from the tourism and wine industry. The use of the Swarbrooke and Horner (2001) model highlights the importance of the roles of stakeholders, and particularly Destination Management Organizations (DMOs). A revised version of the model adapted to the context of business wine tourism is proposed which emphasises the importance of co-creating individual and collective strategies in wine tourism destination attractiveness development. The main contribution of the study lies in the central role played by DMOs in the coordination of a collective and coherent wine tourism strategy and more specifically for business wine tourists.","PeriodicalId":52456,"journal":{"name":"Journal of Wine Research","volume":"32 1","pages":"262 - 280"},"PeriodicalIF":0.0,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45086846","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-10-02DOI: 10.1080/09571264.2021.2012444
K. Anderson, S. Nelgen
ABSTRACT This article reveals the extent to which national mixes of winegrape varieties (in terms of vineyard bearing area) have become more ‘internationalized’ and of arguably higher quality since wine globalization accelerated from the 1990s, and what that means for diversity of the varietal mix in the global vineyard and in consumer choice. It does so using an updated global database involving 800+ wine regions that account for 99% of the world's winegrape vineyard area and 1,700+ DNA-distinct prime winegrape varieties and 1350+ synonyms, for 2000, 2010 and 2016. It shows that vignerons’ winegrape varietal choices are narrowing in the various wine-producing countries of the world by converging on the major ‘international’ varieties, especially French ones. This is not inconsistent with the fact that wine consumers in most countries are enjoying an ever-wider choice range in terms of varieties, thanks to far greater international trade in wine associated with the current wave of globalization. Nor is it inconsistent with strengthening vigneron interest in ‘alternative’ and native varieties. The data also suggest the quality of the current global mix of varieties has been rising well above the average quality of the most-planted varieties as of 1990 or 2000.
{"title":"Internationalization, premiumization and diversity of the world's winegrape varieties","authors":"K. Anderson, S. Nelgen","doi":"10.1080/09571264.2021.2012444","DOIUrl":"https://doi.org/10.1080/09571264.2021.2012444","url":null,"abstract":"ABSTRACT This article reveals the extent to which national mixes of winegrape varieties (in terms of vineyard bearing area) have become more ‘internationalized’ and of arguably higher quality since wine globalization accelerated from the 1990s, and what that means for diversity of the varietal mix in the global vineyard and in consumer choice. It does so using an updated global database involving 800+ wine regions that account for 99% of the world's winegrape vineyard area and 1,700+ DNA-distinct prime winegrape varieties and 1350+ synonyms, for 2000, 2010 and 2016. It shows that vignerons’ winegrape varietal choices are narrowing in the various wine-producing countries of the world by converging on the major ‘international’ varieties, especially French ones. This is not inconsistent with the fact that wine consumers in most countries are enjoying an ever-wider choice range in terms of varieties, thanks to far greater international trade in wine associated with the current wave of globalization. Nor is it inconsistent with strengthening vigneron interest in ‘alternative’ and native varieties. The data also suggest the quality of the current global mix of varieties has been rising well above the average quality of the most-planted varieties as of 1990 or 2000.","PeriodicalId":52456,"journal":{"name":"Journal of Wine Research","volume":"32 1","pages":"247 - 261"},"PeriodicalIF":0.0,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42071308","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-10-02DOI: 10.1080/09571264.2021.2012443
L. Maffi, P. Tedeschi, M. V. Piñeiro
ABSTRACT The association of Italian wine growers was founded in Rome in 1884. It was the beginning of the history of wine entrepreneurship in Italy. This article analyses the first nucleus of wine entrepreneurship in Italy between 1884 and 1914. During that period the international market made a decisive contribution to the modernization of wineries. The state played an important role in creating a favorable context for the industrialization of the sector and the practice of competitive commercial strategies. The most relevant result was the birth of national entrepreneurship, with a significant contribution from the southern regions of the peninsula. From a social point of view, Italian wine entrepreneurship was the effect of the fusion of noble families and members of the commercial bourgeoisie. The result was that in Italy too, there was a consolidation of a dynamic entrepreneurial group in the wine and spirits sector, open to global markets. Many of these wine companies, born at the end of the nineteenth century, continue to represent solid entrepreneurial realities, demonstrating that wine remains a favorable terrain for the formation of long-term entrepreneurial trajectories.
{"title":"Winemakers and wine industry developments in Italy (1884–1914)","authors":"L. Maffi, P. Tedeschi, M. V. Piñeiro","doi":"10.1080/09571264.2021.2012443","DOIUrl":"https://doi.org/10.1080/09571264.2021.2012443","url":null,"abstract":"ABSTRACT The association of Italian wine growers was founded in Rome in 1884. It was the beginning of the history of wine entrepreneurship in Italy. This article analyses the first nucleus of wine entrepreneurship in Italy between 1884 and 1914. During that period the international market made a decisive contribution to the modernization of wineries. The state played an important role in creating a favorable context for the industrialization of the sector and the practice of competitive commercial strategies. The most relevant result was the birth of national entrepreneurship, with a significant contribution from the southern regions of the peninsula. From a social point of view, Italian wine entrepreneurship was the effect of the fusion of noble families and members of the commercial bourgeoisie. The result was that in Italy too, there was a consolidation of a dynamic entrepreneurial group in the wine and spirits sector, open to global markets. Many of these wine companies, born at the end of the nineteenth century, continue to represent solid entrepreneurial realities, demonstrating that wine remains a favorable terrain for the formation of long-term entrepreneurial trajectories.","PeriodicalId":52456,"journal":{"name":"Journal of Wine Research","volume":"32 1","pages":"229 - 246"},"PeriodicalIF":0.0,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42548609","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-03DOI: 10.1080/09571264.2021.1971640
Stefanie Paluch, Thomas Wittkop
ABSTRACT Due to the COVID-19 wineries had to close their tasting rooms to reduce the spread of the virus. Winemakers spotted an opportunity to engage and connect with their customers through virtual wine tastings. In virtual tastings wine enthusiasts can enjoy their favorite drinks and food pairing from the comfort and safety of their home. Based on 25 qualitative in-depth interviews, this study examines how participants perceive virtual tastings and in how far communal consumption experiences are an integral part of these events. Theoretical and managerial implications for wineries are discussed and the 4 E’s framework is applied to create a memorable virtual wine tasting experience.
{"title":"Virtual wine tastings – how to ‘zoom up’ the stage of communal experience","authors":"Stefanie Paluch, Thomas Wittkop","doi":"10.1080/09571264.2021.1971640","DOIUrl":"https://doi.org/10.1080/09571264.2021.1971640","url":null,"abstract":"ABSTRACT Due to the COVID-19 wineries had to close their tasting rooms to reduce the spread of the virus. Winemakers spotted an opportunity to engage and connect with their customers through virtual wine tastings. In virtual tastings wine enthusiasts can enjoy their favorite drinks and food pairing from the comfort and safety of their home. Based on 25 qualitative in-depth interviews, this study examines how participants perceive virtual tastings and in how far communal consumption experiences are an integral part of these events. Theoretical and managerial implications for wineries are discussed and the 4 E’s framework is applied to create a memorable virtual wine tasting experience.","PeriodicalId":52456,"journal":{"name":"Journal of Wine Research","volume":"32 1","pages":"206 - 228"},"PeriodicalIF":0.0,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42172264","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-03DOI: 10.1080/09571264.2021.1995709
Brittney C. Bauer, A. Mills
The communal consumption experience is not a new phenomenon. In fact, from an anthropological perspective, this behavior originally developed out of hunter-gatherer and tribal eras where resources that were harder to get and less certain to be acquired were more likely to be shared communally (Kameda et al., 2003). Thus, shared consumption was initially a function of survival. However, as civilization evolved this practice expanded to include motivations related to both survival and sociality. A vast array of different communities throughout time have placed great significance on communal consumption experiences revolving around occasions of drinking, eating, and gift giving as a part of their celebrations, rituals, and traditions (Muniz & O’Guinn, 2001). As such, the communal consumption phenomenon can be thought of as being both environmentallyand culturally driven. In modern society, we typically find that communal consumption is predominately a function of socialization. Communal interactions [e.g. sharing a bottle of wine with others] are thought to provide wide social benefits for individuals. For example, social interactions with both strong ties [i.e. friends & family] and weak ties [i.e. co-workers & acquaintances] are associated with enhanced affective responses, as well as greater social and emotional well-being (e.g. happiness, feelings of belongingness, etc.; Sandstrom & Dunn, 2014). Specifically with regard to social wine consumption, while many aspects of this communal experience have undoubtedly remained consistent throughout time, the way in which we partake or share in this social consumption experience has changed dramatically in contemporary periods. This is especially the case in the past few years when a global pandemic has necessitated social distancing and quarantining procedures that have disrupted traditional methods of communal consumption, while increasing the desire for these kinds of shared experiences and social connections. Considering the prevalence of market-based activities revolving around social wine consumption, as well as recent environmental and cultural changes in communal consumption experiences, we still know relatively little about this phenomenon. As a starting point, prior research on adjacent topics can be applied to our context to spur research in this area. For example, Wakefield and Inman (2003) find that both hedonic consumption occasions [e.g. celebratory drinks] and social consumption occasions [e.g. drinking wine with friends] lead to reductions in price sensitivity. This line of inquiry would suggest that communal wine consumption likely has a positive influence on important brandrelated purchase behaviors. Moreover, as communal consumption has been linked to social and emotional well-being (Sandstrom & Dunn, 2014), it is possible that exclusion from these experiences may have a negative impact on consumers’ mental and emotional health. For instance, exclusion from social consumption activiti
公共消费体验并不是一个新现象。事实上，从人类学的角度来看，这种行为最初是在狩猎采集和部落时代发展起来的，在这些时代，更难获得、更不确定获得的资源更有可能被集体共享（Kameda et al.，2003）。因此，共享消费最初是一种生存功能。然而，随着文明的发展，这种做法扩大到包括与生存和社会性相关的动机。长期以来，许多不同的社区都非常重视围绕饮酒、吃饭和送礼等场合的公共消费体验，将其作为庆祝活动、仪式和传统的一部分（Muniz&O'Guinn，2001）。因此，公共消费现象可以被认为是由环境和文化驱动的。在现代社会中，我们通常会发现公共消费主要是社会化的一种功能。社区互动[例如与他人共享一瓶葡萄酒]被认为为个人提供了广泛的社会福利。例如，具有强关系[即朋友和家人]和弱关系[即同事和熟人]的社交互动与增强的情感反应以及更大的社会和情感幸福感（如幸福感、归属感等）有关；Sandstrom和Dunn，2014年）。特别是在社交葡萄酒消费方面，尽管这种共同体验的许多方面毫无疑问一直保持一致，但我们参与或分享这种社交消费体验的方式在当代发生了巨大变化。过去几年的情况尤其如此，因为全球疫情需要保持社交距离和隔离程序，这扰乱了传统的公共消费方式，同时增加了人们对这些共享体验和社会联系的渴望。考虑到围绕社会葡萄酒消费的市场活动的普遍性，以及最近社区消费体验的环境和文化变化，我们对这一现象的了解仍然相对较少。作为一个起点，先前对相邻主题的研究可以应用于我们的背景，以促进这一领域的研究。例如，Wakefield和Inman（2003）发现，享乐消费场合[例如庆祝饮料]和社交消费场合[如与朋友喝酒]都会降低价格敏感性。这条调查线表明，公共葡萄酒消费可能对重要的品牌相关购买行为产生积极影响。此外，由于公共消费与社会和情感健康有关（Sandstrom&Dunn，2014），被排除在这些体验之外可能会对消费者的心理和情感健康产生负面影响。例如，被排除在社交消费活动之外与对热饮的偏好增加有关（据称是为了温暖自己；Zhong&Leonardelli，2008），而社交活动与冷饮偏好有关（表面上是为了给自己降温；Lee等人，2014）。而排斥或孤立的影响
{"title":"The communal consumption experience: sharing, rituals, & socialization","authors":"Brittney C. Bauer, A. Mills","doi":"10.1080/09571264.2021.1995709","DOIUrl":"https://doi.org/10.1080/09571264.2021.1995709","url":null,"abstract":"The communal consumption experience is not a new phenomenon. In fact, from an anthropological perspective, this behavior originally developed out of hunter-gatherer and tribal eras where resources that were harder to get and less certain to be acquired were more likely to be shared communally (Kameda et al., 2003). Thus, shared consumption was initially a function of survival. However, as civilization evolved this practice expanded to include motivations related to both survival and sociality. A vast array of different communities throughout time have placed great significance on communal consumption experiences revolving around occasions of drinking, eating, and gift giving as a part of their celebrations, rituals, and traditions (Muniz & O’Guinn, 2001). As such, the communal consumption phenomenon can be thought of as being both environmentallyand culturally driven. In modern society, we typically find that communal consumption is predominately a function of socialization. Communal interactions [e.g. sharing a bottle of wine with others] are thought to provide wide social benefits for individuals. For example, social interactions with both strong ties [i.e. friends & family] and weak ties [i.e. co-workers & acquaintances] are associated with enhanced affective responses, as well as greater social and emotional well-being (e.g. happiness, feelings of belongingness, etc.; Sandstrom & Dunn, 2014). Specifically with regard to social wine consumption, while many aspects of this communal experience have undoubtedly remained consistent throughout time, the way in which we partake or share in this social consumption experience has changed dramatically in contemporary periods. This is especially the case in the past few years when a global pandemic has necessitated social distancing and quarantining procedures that have disrupted traditional methods of communal consumption, while increasing the desire for these kinds of shared experiences and social connections. Considering the prevalence of market-based activities revolving around social wine consumption, as well as recent environmental and cultural changes in communal consumption experiences, we still know relatively little about this phenomenon. As a starting point, prior research on adjacent topics can be applied to our context to spur research in this area. For example, Wakefield and Inman (2003) find that both hedonic consumption occasions [e.g. celebratory drinks] and social consumption occasions [e.g. drinking wine with friends] lead to reductions in price sensitivity. This line of inquiry would suggest that communal wine consumption likely has a positive influence on important brandrelated purchase behaviors. Moreover, as communal consumption has been linked to social and emotional well-being (Sandstrom & Dunn, 2014), it is possible that exclusion from these experiences may have a negative impact on consumers’ mental and emotional health. For instance, exclusion from social consumption activiti","PeriodicalId":52456,"journal":{"name":"Journal of Wine Research","volume":"32 1","pages":"135 - 137"},"PeriodicalIF":0.0,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46691102","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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