Whats in a name? Wine drinkers opt for difficult pronunciation
Wine drinkers - especially those who arent experts - are swayed by a key factor when choosing a wine, according to a new study: the more difficult the winery is to pronounce, the more popular its products are likely to be.
An article in Decanter cited research carried out by Dr Antonia Mantonakis, a professor at Brock University.
Tthe study found that consumers gave wines, whose makers names they found difficult to pronounce, a higher rating in a blind taste test; they were also prepared to spend more money on the same wine.
Dr Mantonakis commented on the results of her study.
She stated: "Wines associated with more difficult-to-pronounce names are associated with higher ratings.
"Things that are difficult to pronounce are unfamiliar because they are usually rare.
"Perception of tastes are different if they are associated with a more disfluent winery name and that result is especially pronounced for high wine-knowledge participants," she concluded.
Despite her findings however, Dr Mantonakis said that her findings might not necessarily be reflected in standard wine purchases; she added: "Whether these results would replicate in a more natural setting is something we dont know."
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Date added:24/02/2012 20:00:12