chapter  10
22 Pages

The contemporary wine consumer

It is important to remember, however, that external cues, which enable the consumer to make a more informed choice, are primarily used by highinvolvement drinkers only. Low-involvement consumers are likely to avoid information-seeking activity, and rely on more established marketing devices – extrinsic cues such as brand, price, distributor recommendation or label – to inform their choice (Batt & Dean, 2000; Lockshin & Hall, 2003).