Twisting tradition: Consumers' behavior toward alternative closures

Nelson A. Barber, D. Christopher Taylor, Tim H. Dodd

Research output: Contribution to journalArticlepeer-review

9 Scopus citations


Consumer evaluations of products are not entirely based on the absolute attributes or value of the product, but rather on the discrepancy between the product's attributes and the expectations consumers have for that product. Following the Dowling and Staelin model on perceived risk, an evaluation was made of how alternative product closures interplay with consumers' situational use, subjective knowledge, level of self-confidence, and gender to influence the purchase decision. The results provide support for the importance of such factors as situational use, the consumer's gender, level of self-confidence, and subjective knowledge, and how the style of closure affects the purchase decision. Managerial implications of the findings are mentioned.

Original languageEnglish
Pages (from-to)80-103
Number of pages24
JournalJournal of Food Products Marketing
Issue number1
StatePublished - Jan 2009


  • Cork closure
  • Wine marketing
  • Wine packaging


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