Abstract

Wine is described as ‘an information-intensive, experience product’ that is difficult to choose due to the variety of wines available, which is continually expanding. Consumers’ wine self-confidence (WSC) is useful to reduce anxiety and risk perception when selecting wine. However, WSC may be subjective and influenced by what people think they know, rather than objective knowledge of wine. In a quantitative South African study that involved 690 wine drinkers, respondents’ WSC was investigated, using an adapted scale to distinguish WSC when purchasing wine at retailers (on-premise locations) and when doing so on-premise, generally in the presence of others, which could exert social pressure. Pertinent differences in consumers’ WSC at the different locations are worth noting to grasp the challenges associated with consumers’ wine choices. In both locations, an element of apprehension that signifies hesitation to decide exists that could be linked to respondents’ performance in the subjective knowledge test, as only 17% of the respondents considered themselves very knowledgeable about wine. Results of the very basic objective knowledge test indicated that wine consumers still have much to learn about wine, and that the social implications of a wine decision may indeed jeopardize consumers’ WSC at more intimidating on-premise locations. Click here to read full chapter