Influencing consumer choice: Short and medium term effect of country of origin information on wine choice

摘要: Abstract The aim of this study was to verify what factors influence the likelihood wine choice in a developing market (China). Previous studies have shown that country origin is either first or second most important cue for product such as wine, with consumers relying on perception and associations. In study, same respondents completed repeated discrete experiment, simulated bottles shelf, test effectiveness different messages about Australia, relatively new supplier market. were an advertorial format way building consumer experiment assessed messages’ memory decay after approximately ten days. Wine quality ratings attribute choice, while increased relative importance country, which practically doubled articles. clean environment taste effective increasing both short medium term. Consumer choices changed overtime results provided evidence regarding retest reliability experiments. Respondents control group became considerably more price sensitive their Stage 2. Overall, methodology useful insights into effect over 10 day period can be applied any high involvement type specific markets.