Context and wine quality effects on consumers' mood, emotions, liking and willingness to pay for Australian Shiraz wines

This study investigated the effect of different contexts on consumers' mood, product-evoked emotions, liking and willingness to pay for wine. Three consumer trials (n = 114, 115, and 120) examined 3 different sample sets of 4 Australian commercial Shiraz wines. Each sample set was comprised of a high, medium-high, medium-low and low quality wine as designated by an expert panel. Wine consumers evaluated the same set of wines in the three...