84: Are Celebrity Athlete Wines Great or Gimmicks? With Dr. Antonia Mantonakis

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Are wines named after a sports celebrity any good or is this just a marketing gimmick? Are more gentle sports like golf better suited to marketing a wine than the more rough and tumble world of wrestling? What does research tell us about the effect of celebrity endorsements on your wine-buying behaviour? How does your wine knowledge impact your interpretation of external cues, like celebrity endorsement, when buying wine?

In this episode of the Unreserved Wine Talk podcast, I'm chatting with Dr. Antonia Mantonakis, Fellow of the Cool Climate Oenology and Viticulture Institute, Associate Professor of Marketing at the Goodman School of Business, and Associate Faculty of Psychology at Brock University in Niagara, Canada.

Highlights

  • Why is Antonia's research around wines associated with celebrities relevant to you as a wine consumer?
  • Is there any overlap when you think of certain sports and wine?
  • How do you determine how well-matched a sport is to wine?
  • Which sports had the highest and lowest matches with wine?
  • How were the final sports categories chosen for the study?
  • What do the study results suggest about the effect of celebrity endorsements on your wine buying behaviour?
  • Why do moderately mismatched products and sponsors cause you to pay the most attention?
  • How does your wine knowledge impact your interpretation of external cues when buying wine?
  • What wine-related research can you look forward to from Antonia in the near future?
  • How does the inclusion of a picture change your perception of a wine label?

About Dr. Antonia Mantonakis Dr. Antonia Mantonakis is a Fellow of the Cool Climate Oenology and Viticulture Institute, an Associate Professor of Marketing at the Goodman School of Business, and Associate Faculty of Psychology at Brock University in Niagara, Canada. She is a psychologist by training and holds a Bachelor of Science in Psychology from the University of Toronto; and has both a Masters in Experimental-Cognitive Psychology and a Doctorate in Experimental-Cognitive Psychology from Simon Fraser University. Her research focuses on the psychological factors that affect consumer behaviour and consumer decision making.

To learn more about the resources mentioned in this episode, visit the https://www.nataliemaclean.com/84.

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