Do you want a description with that wine? The role of wine mental imagery in consumer's desire to drink using the revised Vividness of Wine Imagery Questionnaire (VWIQ-II)

The influence of general wine imagery vividness on consumers' reported desire to drink was investigated. In Study 1, the Vividness of Wine Imagery Questionnaire (VWIQ) was revised and validated so that it included the dimensions of sight, smell, flavor, and mouthfeel. Mouthfeel is an important factor in wine appreciation, both for consumers and wine experts. In Study 2, we demonstrated the usage of VWIQ in a consumer context: participants were asked to indicate their desire to drink a range of wines that differed in familiarity, with half the participants also receiving a multisensory description of the wine in addition to information regarding the wine's geographical origin and grape variety. Without a description, consumers with higher imagery vividness reported higher desire to drink compared with consumers with lower imagery vividness. However, with a description, the desire to drink from the lower imagery vividness group increased, matching the higher imagery vividness group. Practical application: The ability to imagine helps people to plan for the future. In effect, imagery ability can influence how consumers make purchase decisions. Sensory descriptions thus seemed to override differences in people's ability to imagine a wine. In summary, this research demonstrates the value of VWIQ as a tool to tailor advertisements and wine descriptions to specific groups of consumers.