University of California Haas School of Business

Consumption Vocabulary for American Wine

Consumers have a higher likeliness to buy a given bottle of wine, assuming price for all bottles on offer is relatively equal, the more directly information about the wine relates to that person�s actual or aspirational life experiences. The study seeks to understand the proper consumption vocabulary to present to these consumers in order to increase their willingness to pay for a particular bottle of wine, without having handled or tasted it.