Label Fluency and Consumer Self-Confidence

Abstract

The decision to purchase a bottle of wine is often difficult for consumers. Influenced by levels of self-confidence, the decision conflict between competing characteristics of the wine products offered can affect the consumers' decision behaviour. Research has suggested that the front label conveys key information to consumers relating the benefits of purchasing a wine product. Using a self-administered questionnaire, this study examined information, label fluency, consumer self-confidence and the impact on consumers purchase decisions. The results indicated that overall, respondents preferred the label information provided and those with low self-confidence preferred the modern label color and classic label information.

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Notes on contributors

Nelson Barber

Nelson Barber, Department of Nutrition, Hospitality and Retailing, Box 41162, Texas Tech University, Lubbock, TX 79409, USA (E-mail: [email protected])