Department of Management

Consumer Involvement and Knowledge Influence on Wine Choice Cue Utilisation

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review


    Johan Bruwer, University of South Australia, Australia
  • Polymeros Chrysochou
  • Isabelle Lesschaeve, University of Guelph, Australia

The purpose of this paper is to examine the utilisation of product choice cues in a retail environment and the impact of consumer involvement on this utilisation. It further investigates the impact of product knowledge on product choice cue utilisation and its moderating role on the impact of consumer involvement.


The case of wine as an exemplary product category is considered, given the importance and variability of choice cues that have been found to affect product choice. Analysis is conducted on survey data from a sample of wine consumers in Ontario, Canada. Product choice cues are grouped into extrinsic, intrinsic and marketing mix. The importance of how these cues are influenced from different dimensions of consumer involvement is illustrated.


The results show that product knowledge has a positive impact on intrinsic product cue utilisation and further moderates this relationship improving the predictability of the hypothesised model. Implications for theory and practice are also discussed.

Practical implications

From an industry viewpoint, the focus in the past has mostly been on using packaging to attract attention/create awareness, create an image of desirability, etc., but not nearly as much on the functionality aspects thereof; for example alternative smaller packaging sizes to the standard 750 ml wine bottle.


The study uses a multi-dimensional approach to measure the impact of enduring involvement on utilisation of product choice cues.

Original languageEnglish
JournalBritish Food Journal
Issue number4
Pages (from-to)830-844
Number of pages15
StatePublished - 2017

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