How will my wine purchase decision be viewed by others?. (2nd July 2016)

• Record Type: Journal Article
• Authors: Taylor, Christopher; Barber, Nelson A.
• Is Part Of: Journal of wine research. Volume 27:Number 3(2016)
• Page Start: 202
• Page End: 225
• Publication Date: 2016-07-02
• Subjects: Wine purchase -- information search behavior -- self-esteem -- situational purchase; Viticulture -- Great Britain -- Periodicals; Viticulture -- Periodicals; Wine and wine making -- Periodicals; 641.22072
• DOI: 10.1080/09571264.2016.1173533
• Languages: English
• ISSNs: 0957-1264

Abstract

ABSTRACT: A person's self-image can be a strong motivator for influencing marketplace decisions, particularly if the consequences of a purchase decision have financial or social risk. A model is suggested that defines how self-esteem, considered as a mediator between self-efficacy and sources of information, influences the selection of an information source during wine buying situations. Search engine marketing was used to recruit individuals. An AdWords campaign was created using text ads under specific keywords. Results indicate that self-esteem has a significant impact on the value placed on different information sources, mainly given the extent of perceived social risk and the impact on self-image. The study provides wine marketing professionals with new insights to develop better communication strategies. In addition to product characteristics, customers' purchasing decisions may be driven by less obvious factors such as their perceptions of how others will view them and the information selected during a wine purchase situation.