The impact of multisensory cues on experience. assessing the brand role in wine choice

This study examines the multisensory nature of different cues in driving wine experience. It confirms the complexity and variety of factors that influence wine consumption, highlighting the importance of the simultaneous processing of different cues. The findings demonstrate that the purchase situation, wine expertise, and brand all play a significant role in the wine experience. The purchase situation affects the wine experience, with social situations and the consequent use of wine influencing how consumers proactively reinforce their self-perception when gift-giving. Wine expertise helps in appreciating wine in a sensory way, with experts developing a different set of sensory concepts and relying on sophisticated product cues. Brand is also an important element in experiencing a product like wine, representing a premium when consumers value their own preferences, especially in a gift-giving context.