Karina Munari Pagan, Natália Munari Pagan and Vanessa Martins dos Santos
Propose a model that reports ethnocentrism, animosity, perceived quality and purchase intention in the evaluation of the country-of-origin effect for wine.
Abstract
Purpose
Propose a model that reports ethnocentrism, animosity, perceived quality and purchase intention in the evaluation of the country-of-origin effect for wine.
Design/methodology/approach
The sample for this study consisted of 154 students from the University of São Paulo Campus Ribeirão Preto and Piracicaba. Using scales already validated in the literature, a survey was carried out with 27 questions in the seven-point Likert format. The structural model was estimated using the partial least squares method.
Findings
It was verified that the country of origin positively influenced the purchase intention of wines, ethnocentrism positively influenced perceived quality, ethnocentrism positively influenced animosity, animosity negatively influenced the purchase intention and the country of origin positively influenced the perceived quality of the wine. It was verified that ethnocentrism did not influence purchase intention and the country of origin did not influence animosity.
Practical implications
As a managerial contribution, it helps managers to devise more effective strategies for the wine market.
Originality/value
An innovative model was proposed to investigate the role of animosity, ethnocentrism, perceived quality and purchase intention in evaluating the country-of-origin effect for wine.
Details
Keywords
Karina Munari Pagan, Janaina de Moura Engracia Giraldi, Vishwas Maheshwari, André Luiz Damião de Paula and Jorge Henrique Caldeira de Oliveira
This study aims to analyse the impact of the country of origin of wines on cognitive processing and preferences through brain responses for consumers from the perspective of…
Abstract
Purpose
This study aims to analyse the impact of the country of origin of wines on cognitive processing and preferences through brain responses for consumers from the perspective of gender and the level of involvement.
Design/methodology/approach
A wine tasting experiment was performed using electroencephalography (EEG). The sample consisted of 40 students from an important Brazilian university. In the first group, the participants tasted two glasses of wine with Brazilian then French origins. In the second group, the participants only tasted one glass of wine, without the origin information. The wine was the same in both groups and from Brazilian origin. Throughout the tasting process, participants had their brain responses recorded via the EEG.
Findings
The main findings suggest that the country of origin did not have a significant influence on cognitive processing or preferences for consumers in general, neither for women nor consumers of high involvement. For men, there was greater cognitive processing for Brazilian wines. However, there was no preference for men among the origins of wines. For consumers with low involvement, there was a difference in cognitive processing, presenting a greater value for Brazil and without origin information. Also, for low-involvement consumers, a greater preference for wine from France was seen.
Originality/value
This study presents a new contribution to the literature by analysing the cognitive processing and preferences through brain responses for consumers from the perspective of gender and the level of involvement.