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Does a Label Have a Taste? Available Information and their Effect on the Perceived Quality of Wine by Czech Students

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  • Jan Závodný Pospíšil
  • Lucie Sára Závodná
  • Monika Václavíková

Abstract

This paper discusses information input and its influence on the consumer decision process. Authors conducted an experiment to determine, whether the information available to consumers have the potential to influence how they perceive product quality and as a result, influence the output of the consumer decision process as well. The assumption was verified by conducting qualitative research – a wine tasting experiment. The aim of this paper is to bring attention to the presence of irrational consumer behavior in a situation, where the authors deliberately seek to influence consumers’ sensory evaluation of product quality by providing them with certain information.

Suggested Citation

  • Jan Závodný Pospíšil & Lucie Sára Závodná & Monika Václavíková, 2018. "Does a Label Have a Taste? Available Information and their Effect on the Perceived Quality of Wine by Czech Students," Littera Scripta, VSTE, vol. 11(2), pages 127-140, May.
    • Handle: RePEc:rsg:littra:2018-022
    DOI: 10.36708/LS.2018.I02.010
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    References listed on IDEAS

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    1. Ashenfelter, Orley, 2010. "Predicting the Quality and Prices of Bordeaux Wine," Journal of Wine Economics, Cambridge University Press, vol. 5(1), pages 40-52, April.
    2. Herbert A. Simon, 1955. "A Behavioral Model of Rational Choice," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 69(1), pages 99-118.
    3. Lecocq, Sébastien & Visser, Michael, 2006. "What Determines Wine Prices: Objective vs. Sensory Characteristics," Journal of Wine Economics, Cambridge University Press, vol. 1(1), pages 42-56, April.
    4. Capehart, Kevin W., 2015. "Fine Water: A Hedonic Pricing Approach," Journal of Wine Economics, Cambridge University Press, vol. 10(2), pages 129-150, November.
    5. Peterson, Robert A, 2001. "On the Use of College Students in Social Science Research: Insights from a Second-Order Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 450-461, December.
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