Fancy wine descriptions can make you feel more emotional when you drink
I think we can all admit to a little excitement after a few glasses of wine. However, according to a study by the University of Adelaide, our emotional reaction to wine really begins much earlier. They found that wine descriptions could make subjects study more emotionally about alcoholic beverages, which makes them more likely to buy accordingly.
The researchers had 126 wine drinkers to taste three different white wines through three sets of samples: a blind tasting without information, providing basic sensory description (such as “crisp finish acid” or “passion fruit aromas” ) And the wine tasting received an elaborate or emotional (flavors, plus details of vineyards and deluxe words like “delicate” and “intoxicating”). Participants completed a flavor of scale and an emotional scale after each sample. They reported how they were feeling angry, for example, or how they were happy or passionate.
“By giving more information to participants and giving them positive feedback, they evoked more positive emotions and made them more like wine and had to increase their willingness to pay substantially for these wines,” says co-author Lukas Danner, a postdoctoral fellow at The University of Adelaide.
“Evidently, it is preferable to make the wine description more emotional, personal and attractive, and it’s really true to sell any product or story,” says Adam Alter, associate marketing professor at New York University who has not participated in the study.
But just take a fancy description on the back of a bottle of cheap brandy that does not turn it into superior wine. If the wine is not reasonably meets the standards set out by a description, its malicious marketing could definitely come back.
“If these expectations are not met by the product or sensory properties of the product, the positive effect of the information diminishes or becomes negative,” Danner said. “You can not invent what you want for labels and say if the most positive information, more emotional information, consumers will love it.”
So if a wine that demands fancy flavors, superior ingredients and rich business history does not follow the will of a wine drinker or pay to drill as high quality may actually be lower than well, I tasted the same bottle without fake Promises in advance.
Tips for wine producers and sellers? The importance of well written (and honest) labels and ads.
“If anyone can provide some background information or designation of wines, it could have an influence on the overall consumer experience when they prevail,” Danner said.