Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Consumer SelfConfidence in Wine Purchases

Consumer SelfConfidence in Wine Purchases Wine marketers realise that to increase the overall size of the wine consuming population they must make wine more approachable and easier to understand. As it now stands, many consumers lack confidence in their ability to select a wine for either their own consumption or to share with others. Therefore, understanding the role played by consumer selfconfidence is especially relevant to marketers of wine, and the need to accurately measure the construct is important to scholarly research. Recently, the development of a scale to measure consumer selfconfidence has appeared in the consumer behaviour literature Bearden, Hardesty and Rose, 2001. This study first adapts this consumer selfconfidence scale for use in winerelated research. Next, the impact of six distinct dimensions of consumer selfconfidence on three different wine purchase situations is demonstrated. Results show the scale has the potential to inform both researchers and marketers about consumers' selfconfidence related to wine purchases. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Consumer SelfConfidence in Wine Purchases

Download PDF
12 pages

Loading next page...
 
/lp/emerald-publishing/consumer-selfconfidence-in-wine-purchases-MqDvnbbLe0
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008762
Publisher site
See Article on Publisher Site

Abstract

Wine marketers realise that to increase the overall size of the wine consuming population they must make wine more approachable and easier to understand. As it now stands, many consumers lack confidence in their ability to select a wine for either their own consumption or to share with others. Therefore, understanding the role played by consumer selfconfidence is especially relevant to marketers of wine, and the need to accurately measure the construct is important to scholarly research. Recently, the development of a scale to measure consumer selfconfidence has appeared in the consumer behaviour literature Bearden, Hardesty and Rose, 2001. This study first adapts this consumer selfconfidence scale for use in winerelated research. Next, the impact of six distinct dimensions of consumer selfconfidence on three different wine purchase situations is demonstrated. Results show the scale has the potential to inform both researchers and marketers about consumers' selfconfidence related to wine purchases.

Journal

International Journal of Wine Marketing – Emerald Publishing

Published: Mar 1, 2003

There are no references for this article.