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Article
Publication date: 6 October 2020

Peter Merdian, Philipp Piroth, Edith Rueger-Muck and Gerhard Raab

The purpose of this study is to find out how unconscious perception and conscious reactions differ when it comes to evaluate wine bottles in a shopping shelf. It was evaluated how…

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Abstract

Purpose

The purpose of this study is to find out how unconscious perception and conscious reactions differ when it comes to evaluate wine bottles in a shopping shelf. It was evaluated how attention is related to subjective evaluations of interest and value in the perception of wine bottle design choices.

Design/methodology/approach

The experiment combined implicit eye-tracking observations and a quantitative measurement on the assessment on wine bottle designs. In total, 37 participants rated eight different wine bottle designs based on their interest and assumed value, without any given information about the wines’ original price classification.

Findings

There is a significant difference between the perception of wine bottle designs. Eye-catchy designs do not automatically transform into a higher perception of value and interest towards the product. The unconscious perception of bottles and the conscious reaction differentiate.

Research limitations/implications

The greatest limitation, as with many other implicit studies, is the limited number of subjects and the associated limited validity. In addition, eight bottles in four categories were studied, which is adequate, but does not fully reflect the complexity of the wine market supply.

Practical implications

Manufacturers and wine label designers should challenge existing pre-disposition towards certain wine bottle design choices.

Originality/value

To the best of the authors’ knowledge, this is the first German consumer study that focusses on unconscious perception (measured by implicit eye movement behaviour) and conscious reactions in the context of explicit value and interest evaluation.

Details

International Journal of Wine Business Research, vol. 33 no. 1
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 20 February 2020

Philipp Piroth, Marc Sebastian Ritter and Edith Rueger-Muck

This study examines the relationship between personality traits and the willingness to buy groceries online. Our research is based on research on consumer values regarding online…

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Abstract

Purpose

This study examines the relationship between personality traits and the willingness to buy groceries online. Our research is based on research on consumer values regarding online grocery shopping (OGS), and the authors argue that customer values are aggregated states of personality traits. The authors, therefore, propose the predictive power of personality traits toward OGS usage adoption.

Design/methodology/approach

For a more thorough evaluation of the matter, the authors conducted an online administered questionnaire resulting in N = 678 valid responses and conducted structural equation modeling using IBM AMOS (Vers. 25).

Findings

The authors found that none of the five personality traits had a significant influence on the attitude toward OGS. However, subjective norm had strong influence on attitude, and both subjective norm and attitude were solid predictors of purchase intention for groceries online. Unsurprisingly, the attitude toward OGS was higher for consumer groups with prior experience. The results indicate a high relevance of peer groups in the decision-making process of buying groceries online and the crucial importance of the initial purchase.

Practical implications

Practitioners, therefore, may resort to marketing the strategies to peer groups and initial purchasing behavior and address the level of experience with the usage of OGS, as well as situational aspects. This may be facilitated by precisely targeted online marketing activities and marketing service strategy adaptations.

Originality/value

This is the first study to examine the influence of personality traits toward the willingness to conduct OGS with an emphasis on the lower overall adoption within Germany. The authors furthermore validate the predictive power of the theory of planned behavior (TPB) construct for the economically attractive market segment of OGS by adapting and enhancing the scope of previous research.

Details

British Food Journal, vol. 122 no. 3
Type: Research Article
ISSN: 0007-070X

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