PDF(Pubmed)
Abstract：
Consumers\' mental pictures of wine are multifaceted and are shaped by their sensory (taste, smell, visual, sensation) perceptions, in addition to emotional, cultural and extrinsic (brand, price, and awards) influences. This study explores whether consumers from three different wine cultures share mental representations of three wine concepts. Through an online survey, French, Portuguese, and South African wine consumers described their conceptualizations of Wine, Red wine and White wine aroma. Given these nations\' rich winemaking traditions and diverse wine styles, differences in consumer perspectives were likely to emerge. The findings demonstrate that, regardless of cultural background, the broad concept of Wine aligns with the more specific Red and White wine conceptualizations, although the latter concepts diverge from each other. Notably, cultural contexts significantly influence participants\' representations of Red Wine, with particularly marked contrasts between the South African and French respondents. This suggests that like experts, wine consumers have also built representations of wine through semantic memory. This cross-cultural analysis of consumer interpretations of wine concepts holds the potential for refining marketing strategies to overcome cultural barriers in wine purchasing behaviour.
摘要：
消费者对葡萄酒的心理描绘是多方面的，是由他们的感官塑造的(味道，气味,视觉，感觉)感知，除了情感,文化和外在(品牌，价格,和奖项)的影响。这项研究探讨了来自三种不同葡萄酒文化的消费者是否具有三种葡萄酒概念的心理表征。通过在线调查，法语,葡萄牙语,南非葡萄酒消费者描述了他们对葡萄酒的概念化，红葡萄酒和白葡萄酒的香气。鉴于这些国家丰富的酿酒传统和不同的葡萄酒风格，消费者观点的差异可能会出现。研究结果表明,无论文化背景如何，葡萄酒的广泛概念与更具体的红葡萄酒和白葡萄酒概念化相一致，尽管后者的概念彼此不同。值得注意的是,文化背景显著影响参与者对红酒的表征，南非和法国受访者之间形成了特别明显的对比。这表明像专家一样，葡萄酒消费者也通过语义记忆建立了葡萄酒的表征。这种对消费者对葡萄酒概念的解释的跨文化分析具有完善营销策略以克服葡萄酒购买行为中的文化障碍的潜力。
