TY - JOUR
T1 - Impact of wine education on developing knowledge and preferences
T2 - An exploratory study
AU - Taylor, D. Christopher
AU - Dodd, Tim H.
AU - Barber, Nelson
PY - 2008/11
Y1 - 2008/11
N2 - Wine is challenging and, at times, intimidating for consumers. Their lack of knowledge in making wine choices may result in less wine consumption and very little experimentation. This study explores wine education courses and whether these courses change consumers' knowledge and preferences about wine. The results showed that what participants actually knew about wine increased after completing a wine education course, but what participants' believe they knew, or self-assessed, did not. Furthermore, the anticipated change in participants' preferences for particular wine styles after completion of the course did not occur. The consumers' rankings of the wines did, however, decrease after their completion of the wine education course.
AB - Wine is challenging and, at times, intimidating for consumers. Their lack of knowledge in making wine choices may result in less wine consumption and very little experimentation. This study explores wine education courses and whether these courses change consumers' knowledge and preferences about wine. The results showed that what participants actually knew about wine increased after completing a wine education course, but what participants' believe they knew, or self-assessed, did not. Furthermore, the anticipated change in participants' preferences for particular wine styles after completion of the course did not occur. The consumers' rankings of the wines did, however, decrease after their completion of the wine education course.
UR - http://www.scopus.com/inward/record.url?scp=68149098831&partnerID=8YFLogxK
U2 - 10.1080/09571260902891175
DO - 10.1080/09571260902891175
M3 - Article
AN - SCOPUS:68149098831
SN - 0957-1264
VL - 19
SP - 193
EP - 207
JO - Journal of Wine Research
JF - Journal of Wine Research
IS - 3
ER -