Brock’s CCOVI launches new research scholar award for Goodman faculty 

A new opportunity to advance grape and wine business research in collaboration with Brock University’s Cool Climate Oenology and Viticulture Institute (CCOVI) is now open to Goodman School of Business faculty.

The CCOVI Research Scholar will lead cutting-edge research to better understand why consumers buy the wines they do and help the Canadian industry make their wines stand out in a globally competitive marketplace.

The recipient will also play an important role in sharing that vital research with the grape and wine industry by applying for CCOVI Fellow status and presenting annually in the CCOVI Lecture Series.

“The award is a great opportunity to attract Goodman researchers into the business realm of the grape and wine industry,” says Debbie Inglis, Director of Brock’s CCOVI. “The recipient will work collaboratively with CCOVI on new research initiatives that will positively impact the industry by applying consumer science to increasing wine sales.”

Tek Thongpapanl, Associate Dean, Research and Graduate Programs and Professor of Marketing and Product Innovation, says the partnership will help propel important marketing and consumer behaviour research in the grape and wine industry.

Consumers, he explains, “no longer make purchasing decisions at the wine level itself; the decision goes above and beyond the simple product and packaging.”

Aromas, background music, lighting and the presentation of the product in different retailers are among the factors that can play a part in driving purchases.

“The person who will be appointed as the CCOVI Research Scholar can dedicate themselves to the advancement of relevant and practical knowledge in this research area as we try to help wineries and wine producers differentiate their product from others and determine how sensory marketing makes a difference in purchasing decisions made by consumers,” says Thongpapanl, who is also a CCOVI Fellow.

CCOVI and Goodman have a long-standing relationship and have often collaborated on the advancement of grape and wine industry research and teaching initiatives.

“The strength of our faculty in this area and the influence we’ve had in the region has been building and we are proud to deepen our partnership with CCOVI on research in the grape and wine industry as it relates to business,” said Goodman School of Business Dean Andrew Gaudes.

By becoming a CCOVI Fellow, the CCOVI Research Scholar may also have opportunities to collaborate with core researchers on consumer behaviour research to be conducted in the new augmented reality, virtual reality and sensory reality consumer laboratory at Brock.

Known as the R3CL, the lab is the first of its kind, offering CCOVI affiliated researchers the opportunity to investigate how sights, sounds and smells impact choice and impression of wine using virtual, augmented and physical reality simulations. The lab is part of the Brock LINC, located inside the new Rankin Family Pavilion, an innovation space that seeks to expand partnerships between the University and Niagara’s businesses and social organizations.

The CCOVI Research Scholar will be appointed for a two-year term starting July 1, 2020 with the possibility for renewal.

All tenured or tenure-track faculty members who have teaching responsibilities in the Goodman School of Business are eligible to apply, with preference given to those applicants who do not already hold a scholar appointment.

The best-suited candidate will demonstrate strengths in the areas of research related to the cool climate grape and wine industry, an in-depth knowledge of consumer behaviour, particularly in the wine industry, and an understanding of augmented and virtual reality.

Applications must include a CV with cover letter outlining the proposed program of research for the upcoming two-year period and must be received by 4:30 p.m. on Friday, May 22. They will be reviewed by the Goodman Research Excellence and Impact Committee, and Gaudes, on the advice of the Committee, will make the final appointment.

Applications should be sent to Jennifer Brisson at

Note that any lab-related research under this award may be delayed until it can be determined to be COVID-19 compliant.

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