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This paper addresses the potential of fostering the sensory and psychological acceptability of a product which has been significantly altered. In the case of low-alcohol red wine, we conducted a longitudinal study of consumption in the home, allowing us to measure both the quantities consumed and the hedonic evaluations before and after exposure to the product. During the first phase, 24 consumers were divided into two separate groups, and, over a two week period, were given wine containing a reduced alcohol content of 9%, as well as a “standard” wine containing 12.5% alcohol. During the second phase, 40 consumers were given a wine containing 12% alcohol but with a label indicating 10.5% or 13.5% alcohol, according to the same alternate protocol. The results of the first blind testing suggest a good sensory acceptability of the reduced alcohol wine which persisted after the trial of the two products. The second phase, with information provided, indicated an equivalent psychological acceptability of the supposedly “weak” alcohol level and the supposedly “strong” alcohol level because the quantities of the products consumed were equal regardless of the information accompanying the products. This result is inconsistent with previous studies comparing the acceptability of wines containing varying degrees of alcohol. Although the size of the sample made it difficult to obtain significant results, our result suggest that, while prolonged exposure have not changed usal behaviours, it seem to have a (positive) effect on expectations towards the innovation.
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