88: How Does a Wine's Name Affect How Much You'll Pay for it? with Dr. Antonia Mantonakis

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How does the ease with which you can pronounce a winery name affect your perception of both the wine and its price? Are wine experts or novices more likely to assign a higher value to wines with complicated names? How do grape names affect your purchase decisions?

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 and Professor of Marketing and Consumer Psychology at Brock University's Goodman School of Business in St. Catharines, Ontario.

Highlights

  • Does a wine's name affect our perception of its taste and quality?
  • How was Antonia's research study designed to focus on how a winery name affects you?
  • What impact does the ease of pronunciation of a wine's name have on our pricing expectations?
  • Why might the effect of this phenomenon on wine enthusiasts surprise you?
  • Should you be concerned if your winery's name is easy to pronounce?
  • Why shouldn't you directly apply the results of this study to real-world settings?
  • What preliminary findings have been identified in how consumers perceive grape varietal names?
  • How might you unconsciously assess wines like Pfaffenheim?
  • What can you expect from Pfaffenheim Cuvée Bacchus Le Cave Des Vignerons De Pfaffenheim Gewurztraminer 2010?

About Dr. Antonia Mantonakis Dr. Antonia Mantonakis is a Fellow of the Cool Climate Oenology and Viticulture Institute and a Professor of Marketing and Consumer Psychology at Brock University's Goodman School of Business in St. Catharines, Ontario. 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/88.

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