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Should It Be Told or Tasted? Impact of Sensory Versus Nonsensory Cues on the Categorization of Low-Alcohol Wines

Author

Listed:
  • Josselin Masson

    (Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar, CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - UB - Université de Bourgogne - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE])

  • Philippe Aurier

    (MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

Abstract

We use the expectation-disconfirmation and categorization theories to study the effects of sensory versus nonsensory cues relative to a transformed attribute on categorization and typicality judgments relative to a new food product. In an experiment involving 51 participants and low-alcohol wines (new products), we show that categorization and typicality judgments differ according to sensory versus nonsensory cues. The new transformed product is categorized more often in its original category—wine—and perceived as more typical in the nonsensory compared to the sensory condition. (JEL Classifications: L66, M31)

Suggested Citation

  • Josselin Masson & Philippe Aurier, 2015. "Should It Be Told or Tasted? Impact of Sensory Versus Nonsensory Cues on the Categorization of Low-Alcohol Wines," Post-Print halshs-01288015, HAL.
    • Handle: RePEc:hal:journl:halshs-01288015
    DOI: 10.1017/jwe.2015.2
    as

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    More about this item

    Keywords

    categorization; effect of information; low-alcohol wine; new product; sensory cue; typicality;
    All these keywords.

    JEL classification:

    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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