Authentic Information on the Back Label of Wine Bottle

Abstract

This paper investigates whether including authentic information on the back labels of wine bottles enhances consumers ' con fi dence and purchase intentions about wine; it also assesses the moderating role of involvement and knowledge about wine. We conducted two experimental studies. Study 1 generated three fi ndings. First, when the back label had authentic information, subjects showed higher con fi dence levels. Second, this effect was hold for subjects with low levels of involvement. Finally, we did not observe this effect for subjects with high levels of involvement. Study 2 extended study 1 ' s fi ndings and identi fi ed the moderated mediation effect of con fi dence. The fi ndings highlight the important impact on wine choice of authentic information. However, the fi ndings also suggest that authentic information may not be suf fi cient to attract people with high levels of involvement and knowledge. This study ' s fi ndings provide wine producers with practical marketing insights.