In search of the perfect wine gift this holiday season?<\/p>\n
Whether the bottle features a celebrity name, won a gold medal or received a rave review can all impact how a gift is perceived by its recipient.<\/p>\n
Brock University Professor of Marketing and Consumer Psychology Antonia Mantonakis has a few tips to help ensure gifts come with the \u2018wow\u2019 factor.<\/p>\n
Mantonakis researches how people choose, buy and consume wine.<\/p>\n
When purchasing for someone new to wine, she recommends looking for an award-winning bottle.<\/p>\n
\u201cAn enthusiast looking to learn more about wine is more impressed by any and all awards or medals compared to someone with high wine knowledge,\u201d says Mantonakis.<\/p>\n
She also suggests looking for a bottle endorsed by a celebrity athlete.<\/p>\n
\u201cIn our research, we found that consumers liked the taste of a new wine better, reported a higher willingness to buy it, and a higher willingness to pay for it, if the celebrity athlete\u2019s sport was considered a moderate match to the product category of wine,\u201d says Mantonakis. \u201cToo much of a match to the product category of wine, for example a celebrity golfer, was considered too predictable, whereas too little of a match, for example a celebrity wrestler, was perceived to be too strange. With a moderate match, for example an Olympic speed skater, consumers were intrigued and thought about the wine more.\u201d<\/p>\n
For anyone purchasing for an avid wine consumer, she suggests learning if they have a preferred wine critic. According to her research, who the reviewer is impacts consumers\u2019 openness to trying a new wine.<\/p>\n
\u201cIf a consumer likes a certain wine critic, they will always go with that recommendation, meaning a bottle recommended by your recipient\u2019s favourite critic is a safe bet,\u201d says Mantonakis. \u201cOn the opposite end of the spectrum, if the consumer does not like a certain wine critic, it can dissuade them from trying that wine.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
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