The effect of text-only versus text-and-image wine labels on liking, taste and purchase intentions. The mediating role of affective fluency

David A. Jaud and Valentyna Melnyk

Journal of Retailing and Consumer Services, 2020, vol. 53, issue C

Abstract: This research investigates the effect of wine labels that contain text-only versus text-and-image information on liking, taste and purchase intentions of the product. Further, the research addresses the underlying processes by investigating the role of affective fluency. Study 1 shows that wine labels combining text with matching images outperform text-only labels and labels where images and text do not match; this effect is mediated by affective fluency (while simultaneously controlling for cognitive fluency), which enhances liking, purchase intentions and taste expectation. Field Study 2 provides process evidence by directly manipulating the mediator in a real-life tasting situation. This field study demonstrates that affectively fluent labels enhance actual taste perception and purchase intentions. Managerial implications are discussed.

Keywords: Wine labels; Processing fluency; Sensory marketing (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:53:y:2020:i:c:s0969698919302917

DOI: 10.1016/j.jretconser.2019.101964

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