Cultural differences in wine conceptualization among consumers in France, Portugal and South Africa
Contact us if these videos are not relevant.
Contact us if these videos are not relevant.
View abstract on PubMed
Summary
This summary is machine-generated.Consumer perceptions of wine are shaped by culture. This study found that while the general concept of wine is similar across French, Portuguese, and South African consumers, specific red wine representations differ significantly by culture.
Area Of Science
- Consumer Behavior
- Sensory Science
- Cross-Cultural Psychology
Background
- Consumer wine perception is influenced by sensory, emotional, cultural, and extrinsic factors.
- Understanding these mental representations is key for effective wine marketing.
- Cross-cultural differences in wine consumption are significant due to diverse winemaking traditions.
Purpose Of The Study
- To investigate shared mental representations of wine concepts among consumers from distinct wine cultures.
- To compare conceptualizations of "Wine," "Red wine," and "White wine" aroma across French, Portuguese, and South African consumers.
- To identify cultural influences on consumer wine imagery.
Main Methods
- An online survey was employed to gather data from wine consumers.
- Participants from France, Portugal, and South Africa described their conceptualizations of wine aroma.
- Qualitative analysis explored semantic memory and cultural variations in wine perception.
Main Results
- The broad concept of "Wine" showed alignment across cultures.
- "Red wine" and "White wine" concepts diverged from each other within and across cultures.
- Cultural context significantly impacted "Red Wine" representations, especially between South African and French consumers.
Conclusions
- Wine consumers, like experts, form semantic representations of wine.
- Cultural background plays a crucial role in shaping specific wine concept imagery.
- Findings offer insights for refining international wine marketing strategies and overcoming cultural barriers.
Contact us if these videos are not relevant.
Contact us if these videos are not relevant.
Related Concept Videos
Gustation is a chemical sense that, along with olfaction (smell), contributes to our perception of taste. It starts with the activation of receptors by chemical compounds (tastants) dissolved in the saliva. The saliva and filiform papillae on the tongue distribute the tastants and increase their exposure to the taste receptors.
Taste receptors are found on the surface of the tongue as well as on the soft palate, the pharynx, and the upper esophagus. On the tongue, taste receptors are contained...
Individualist and collectivist cultures emphasize different core values, shaping personality in distinct ways. In individualist cultures, such as those in the United States, England, and Australia, people prioritize independence, competition, and personal achievement. These societies tend to promote self-focused traits, with individuals often reporting higher levels of self-esteem. In contrast, collectivist cultures, commonly found in regions like Asia, Africa, and South America, emphasize...
Adolescents from ethnic minority backgrounds face a multifaceted journey in forming their identities, shaped by the intersections of cultural expectations and personal exploration. For these adolescents, identity formation involves not only typical developmental challenges but also navigating the perceptions and attitudes of the majority culture. As they grow, adolescents in ethnic minority groups often become increasingly aware of stereotypes, social biases, and discrimination, all of which...
Perception is influenced by perceptual set, context, motivation, and emotion. Perceptual set, or perceptual expectancy, refers to the tendency to perceive things in a particular way, influenced by previous experiences and expectations. This phenomenon affects the interpretation of stimuli, creating a set of mental tendencies and assumptions that impact sensory perceptions of sound, taste, touch, and sight.
An illustrative example of a perceptual set is the scenario where an airline pilot told...
Gustation, or the sense of taste, is intrinsically linked to the anatomical structures located on the tongue. This organ's surface, along with the entirety of the oral cavity, is adorned with stratified squamous epithelium. Evident on the tongue are elevated structures known as papillae (singular = papilla), which house the mechanisms for the transduction of gustatory stimuli. Four distinct types of papillae exist, each identified by their unique morphological attributes: the circumvallate,...
The surface of the tongue is covered with various small bumps called papillae, which either distribute what has been ingested (filiform papillae) or contain the sensory taste (or gustatory) receptor cells (fungiform, circumvallate, and foliate papillae). Embedded within each taste-related papilla are the taste buds—clusters of 30 to 100 gustatory receptor cells.
Gustatory receptor cells extend finger-like projections called gustatory hairs (or microvilli) into a region known as the taste...