"Contingent Consumer Decision Making In The Wine Industry: The Role of Hedonic Orientation"

Kyeong Sam Min, Concha Ramsey Allen

Research output: Contribution to journalArticlepeer-review

18 Scopus citations

Abstract

This paper aims to evaluate the relationships among consumer expertise, hedonic orientation, price consciousness, and consumption using wine as the focal product. While these variables' impact on decision making within this industry have been examined in isolation, this is believed to be the first study marrying these hedonic and non-hedonic characteristics.
Original languageEnglish
Pages (from-to)324-335
JournalJournal of Consumer Marketing
Volume27
Issue number4
StatePublished - 2010

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