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Using crossmodal correspondences as a tool in wine communication.

Anders Crichton-Fock1, Charles Spence2, Nicklas Pettersson3

  • 1School of Hospitality, Culinary Arts & Meal Science, Örebro University, Örebro, Sweden.

Frontiers in Psychology
|August 16, 2023
PubMed
Summary

Understanding wine's sensory attributes through crossmodal communication enhances consumer acceptance. This research shows aligning sensory information with expectations can reduce wine waste and improve industry strategies.

Keywords:
crossmodal communicationcrossmodal correspondencemultisensory experienceproduct matchingwine communication

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Area of Science:

  • Consumer behavior research
  • Sensory science
  • Wine industry studies

Background:

  • Consumer acceptance of wine is influenced by how information is communicated.
  • Aligning sensory attributes with consumer expectations is crucial for product satisfaction.
  • Crossmodal correspondences offer a novel approach to understanding sensory perception.

Purpose of the Study:

  • To investigate consumer acceptance of alternative wine communication methods.
  • To examine the alignment between wine's sensory attributes and consumer expectations.
  • To explore the role of crossmodal correspondences in wine marketing.

Main Methods:

  • A survey was administered to wine enthusiasts.
  • Attitudes toward crossmodal communication were assessed.
  • Consumer behaviors and acceptance of communication methods were analyzed.

Main Results:

  • Significant associations were found between consumer behaviors and acceptance of alternative communication methods.
  • Crossmodal correspondences were identified as a key factor in consumer acceptance.
  • The study highlights the emerging importance of crossmodal correspondences in sensory marketing.

Conclusions:

  • Leveraging crossmodal correspondences can improve the match between a wine's sensory qualities and consumer expectations.
  • Enhanced communication strategies can potentially reduce wine wastage due to unmet preferences.
  • Findings have implications for improving wine industry communication and consumer experiences.