The influence of experts' positive word-of-mouth on a wine's perceived quality and value: the moderator role of consumers' expertise

Abstract

This study examines the effects of positive word-of-mouth from a knowledgeable source on quality and value perceptions of wine. These effects were analyzed considering the potential differences produced by a wine's price and participants' level of expertise on the category. Data were collected using an experimental design in which price and positive word-of-mouth were manipulated, consumer expertise on the category was controlled, and perceptions of quality and value were measured. Results suggest that positive word-of-mouth from a knowledgeable source positively affects quality and value perceptions, but those effects are contingent on the price of the wine under evaluation and the level of consumer expertise. For a low-priced wine, the effect of positive word-of-mouth on perceived quality is greater for expert consumers than for novice consumers, whereas for a high-priced wine this increase of perceived quality is observed only for novice consumers. Results also revealed a significant increase on perceived value for both novice and expert consumers, but only for the low-priced wine.

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