Abstract
Purpose Wine bottles compete for consumers’ attention in the shelf during the decisive moment of choice. This study aims to explore the role that visual attention to wine labels has on the purchase decision and the mediating role of quality perceptions and desire on such purchase behaviours. Wine awards and consumption situation are used as moderators.. Design/methodology/approach The study was conducted in Portugal and 36 individuals participated in a 2 × 2 within subjects design (awarded/not awarded × self-consumption/social-consumption). For each scenario, individuals’ attention, perceptions of quality, desire and purchase intentions were recorded. Findings Data from eye-tracking shows that, during the purchase process, the amount of attention given to a bottle is determinant of individuals’ purchase intentions, a relationship that increases in significance for bottles with awards and for when consumers are buying wine for a consumption situation involving a social environment. In addition, both quality perceptions and desire are confirmed to positively influence wines’ purchase intentions. Originality/value By using an eye monitoring method, this paper brings new insights into the wine industry by highlighting the impact that wines’ labels and different consumption situations have on individuals’ attention and purchase intention. Wine producers and retailers may benefit from the insights provided by the current study to refine their communication strategies by either highlighting product characteristics and pictorial elements, as it is the case of the awards, or communicating about their products for different consumption situations.
Highlights
During the last 15 years international wine trade has grown more than 75% in volume and doubled in value (Pomarici, 2016)
Wine producers and retailers may benefit from the insights provided by the current study to refine their communication strategies, either by highlighting product characteristics and pictorial elements, as it is the case of the awards, or to communicate their products for different consumption situations
In the absence of awards, quality perception has a positive effect on attention, mostly because individuals feel the need to pay closer attention to the wine label to assess its perceived quality, this does not reflects in higher purchase intents
Summary
During the last 15 years international wine trade has grown more than 75% in volume and doubled in value (Pomarici, 2016). Such changes, which occurred mainly in countries from the Asia-Pacific region - China India, South-Korea and Singapore - (Marketline, 2019) have opened the door to new consumers and new ways to drink wine. The wines’ label is important to access the wine quality but is capable of attracting attention and suggesting sensorial experiences beyond consumption (Escandon-Barbosa and RialpCriado, 2019). Studies show that attention to visual cues are important for predicting choice (Pieters and Warlop, 1999; Shimojo et al, 2003) Such findings suggest that individuals’ visual attention may play an important role in the buying-process of wine bottles
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