Predicting Consumption, Wine Involvement and Perceived Quality of Australian Red Wine

Abstract

Australian wine drinkers' (n = 310) questionnaire responses measured consumption dimensions, product involvement, subjective knowledge, personality traits and socio-demographics to predict red wine consumption and perceived quality. Total red wine consumed/week was predicted by wine involvement (product involvement); being male and self-monitoring (ability); the number of days/week drinking red wine was predicted by age and wine involvement (product sign) and higher income. Higher self-monitoring predicted buying more expensive wine. Wine involvement was predicted by wine subjective knowledge, reward responsiveness, need for cognition and, negatively, by impulsivity (non-planning). Perceived quality was predicted by sensitivity to reward and older wine company and, negatively, by higher expenditure.

Keywords:

• consumption
• quality
• predictors
• psychological
• socio-demographics

Acknowledgements

We thank Kylie Lange (University of Adelaide) for assistance with multi-level regressions and ex-colleague Sarah Smyth for assistance with data collection.

Notes

Used with permission (Federal Government's Department of Health and Ageing sponsored National Children's Nutrition survey ‘Kids Eat, Kids Play’/CSIRO Human Nutrition) and based on a similar approach used by the United States Department of Agriculture (Bodner et al.) validated in an adult population (unpublished data).