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

Josselin Masson and Philippe Aurier

Journal of Wine Economics, 2015, vol. 10, issue 1, 62-74

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)

Date: 2015
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