Title

40. Branding Cues and Millennial Consumer Behavior

Faculty Mentor(s)

Bryan Dawson

Campus

Dahlonega

Proposal Type

Poster

Subject Area

Psychology

Location

Nesbitt 3110

Start Date

25-3-2016 11:30 AM

End Date

25-3-2016 12:30 PM

Description/Abstract

Contrasting with prior generations, millennials consider wine a beverage for all occasions, influencing wine branding to reflect this casual attitude (Wolf & Thomas, 2007). The current study seeks to further prior research by examining millennial decision-making when purchasing wine, focusing on price and label style. Participants will view a bottle and taste a set of samples, having been told the samples are non-alcoholic juices from which the wine originates. Each participant will rate their samples on taste and likelihood to purchase (King & Heymann, 2013), and a control group will estimate the price of the bottle. Brands of wine used will be within the range most purchased by Millennials, between $5 and $15 (Wolf, Carpenter, & Qeunani-Petrela, 2005). Bottles were chosen with traditional and nontraditional labeling (Wolf & Thomas, 2007). It is hypothesized that the most expensive bottle will be ranked significantly higher in taste and likelihood to purchase, and the control will estimate the price of the traditionally labelled bottle to be the most expensive. We expect to find that both groups are more likely to purchase the non-traditionally labelled bottle. These findings would underscore the importance of price in millennial decision making, as well as preferred label style.

Note to Conference Administrators

Data is currently being collected. Data will be collected and analyzed, and a poster will be created before the conference date.

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Mar 25th, 11:30 AM Mar 25th, 12:30 PM

40. Branding Cues and Millennial Consumer Behavior

Nesbitt 3110

Contrasting with prior generations, millennials consider wine a beverage for all occasions, influencing wine branding to reflect this casual attitude (Wolf & Thomas, 2007). The current study seeks to further prior research by examining millennial decision-making when purchasing wine, focusing on price and label style. Participants will view a bottle and taste a set of samples, having been told the samples are non-alcoholic juices from which the wine originates. Each participant will rate their samples on taste and likelihood to purchase (King & Heymann, 2013), and a control group will estimate the price of the bottle. Brands of wine used will be within the range most purchased by Millennials, between $5 and $15 (Wolf, Carpenter, & Qeunani-Petrela, 2005). Bottles were chosen with traditional and nontraditional labeling (Wolf & Thomas, 2007). It is hypothesized that the most expensive bottle will be ranked significantly higher in taste and likelihood to purchase, and the control will estimate the price of the traditionally labelled bottle to be the most expensive. We expect to find that both groups are more likely to purchase the non-traditionally labelled bottle. These findings would underscore the importance of price in millennial decision making, as well as preferred label style.