The influence of shelf information on consumers’ wine choice

摘要: Prior research on consumer choice of wine has focused on information on the bottle itself, such as brand, region, grape variety and awards. We add to this stream of research by considering information on the shelf, such as short descriptions of the taste of the wine and ratings by independent agencies. Participants chose wines from two different simulated retail shelves, one containing photographs of real wine bottles and one containing graphics of simulated wine bottles. The greatest increase in choice probability was generated by star ratings followed by numerical ratings, and then by taste descriptions. Implications for retailers and future research are discussed.