{"title":"Decoding Wine Appreciation in Italy: The Role of Vivid Imagery","authors":"Alessandro Bortolotti, Ilja Croijmans, Riccardo Palumbo","doi":"10.1111/joss.70029","DOIUrl":null,"url":null,"abstract":"<p>The Vividness of Wine Imagery Questionnaire (VWIQ) has been adapted and validated for the Italian context, measuring the vividness of wine imagery in sight, smell, flavor, and mouthfeel. This tool helps understand how imagery ability influences consumer behavior, particularly in wine selection. The Italian adaptation allows for better insights into consumer behavior in Italy, a major wine-producing country, and enables comparisons across different languages. This adaptation aids in tailoring marketing strategies to specific consumer groups based on their expertise and consumption patterns. Validation of the Italian VWIQ suggests that Italian consumers may exhibit different wine imagery patterns compared to English and Dutch consumers. This research highlights the importance of cultural context in consumer studies and supports the use of the VWIQ in Italy. It opens new research avenues and practical applications in wine marketing, including comparisons between Italian and English-speaking consumers and professionals.</p>","PeriodicalId":17223,"journal":{"name":"Journal of Sensory Studies","volume":"40 2","pages":""},"PeriodicalIF":1.6000,"publicationDate":"2025-03-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/joss.70029","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Sensory Studies","FirstCategoryId":"97","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1111/joss.70029","RegionNum":3,"RegionCategory":"农林科学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"FOOD SCIENCE & TECHNOLOGY","Score":null,"Total":0}
引用次数: 0
Abstract
The Vividness of Wine Imagery Questionnaire (VWIQ) has been adapted and validated for the Italian context, measuring the vividness of wine imagery in sight, smell, flavor, and mouthfeel. This tool helps understand how imagery ability influences consumer behavior, particularly in wine selection. The Italian adaptation allows for better insights into consumer behavior in Italy, a major wine-producing country, and enables comparisons across different languages. This adaptation aids in tailoring marketing strategies to specific consumer groups based on their expertise and consumption patterns. Validation of the Italian VWIQ suggests that Italian consumers may exhibit different wine imagery patterns compared to English and Dutch consumers. This research highlights the importance of cultural context in consumer studies and supports the use of the VWIQ in Italy. It opens new research avenues and practical applications in wine marketing, including comparisons between Italian and English-speaking consumers and professionals.
期刊介绍：
The Journal of Sensory Studies publishes original research and review articles, as well as expository and tutorial papers focusing on observational and experimental studies that lead to development and application of sensory and consumer (including behavior) methods to products such as food and beverage, medical, agricultural, biological, pharmaceutical, cosmetics, or other materials; information such as marketing and consumer information; or improvement of services based on sensory methods. All papers should show some advancement of sensory science in terms of methods. The journal does NOT publish papers that focus primarily on the application of standard sensory techniques to experimental variations in products unless the authors can show a unique application of sensory in an unusual way or in a new product category where sensory methods usually have not been applied.
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