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Konstantoulaki, K, Rizomyliotis, I, Kostopoulos, I, Magrizos, S and Tran, TBH (2023) BYOB of wine, but which one? Unveiling new boundary conditions and moderating effects for Restaurant Patrons’ consideration set formation. British Food Journal. ISSN 0007-070X
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Abstract
Abstract Purpose – Departing from conflicting findings on the role of involvement in the formation of the consideration set, the authors seek to shed light to the wine consumer behaviour and expand previous findings in the Bring Your own Bottle (BYOB) of wine restaurant industry. The authors seek to determine the contradictory effect of involvement on the consideration set size and variety.
Design/methodology/approach – Three empirical studies were conducted. In Study 1, the relationships were tested in a personal consumption situation and in Study 2 in a gift-giving context. Finally, in Study 3, inconsistencies in the intensity of the hypothesized relationships were explored by testing the triple interaction among the three variables (i.e. involvement, decision-making context, decision domain).
Findings – According to our findings BYOB of wine consumers form larger considerations sets in memory-based decision contexts. Involvement’s effect on wine consideration set size is stronger in memory-based decisions. BYOB restaurant patrons form smaller sets of alternatives for personal consumption. BYOB restaurant patrons form more heterogeneous sets of alternatives in wine gift-giving. BYOB of wine restaurants should facilitate consumers wine selection process
Originality/value –The authors make an effort to explain and determine the up-to-date contradictory effect of restaurant patrons' involvement on the BYOB of wine consideration set size and the amount of variety contained therein. The study offers new insights, by unfolding the moderating effect of decision-making contexts (i.e. memory-based versus stimuli-based) and decision domains (i.e. personal consumption versus gift giving) on this effect of involvement on the properties of consideration sets.
| Item Type: | Article |
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| Additional Information: | This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com |
| Uncontrolled Keywords: | Food Science |
| Subjects: | G Geography. Anthropology. Recreation > G Geography (General) > G149 Travel. Voyages and travels (General) > G154.9 Travel and state. Tourism G Geography. Anthropology. Recreation > G Geography (General) > G149 Travel. Voyages and travels (General) |
| Divisions: | Doctoral Management Studies (from Sep 19) |
| Publisher: | Emerald |
| SWORD Depositor: | A Symplectic |
| Date Deposited: | 31 May 2023 10:23 |
| Last Modified: | 11 Jul 2023 10:00 |
| DOI or ID number: | 10.1108/BFJ-01-2023-0055 |
| URI: | https://researchonline.ljmu.ac.uk/id/eprint/19589 |
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