In this fascinating video chat, Dr. Antonia Mantonakis reveals the insights from her research on how the fit between a celebrity athlete’s particular sport affects our perception of a wine, including golf, wrestling and speed skating. It’s not what you’d expect … find out why below.
How does the degree of “match” between a celebrity athlete and “wine” impact our perception of its taste and how much we’re willing to pay?
What are the good versus bad matches when it comes to particular sports?
Is wine more prone to these extrinsic clues say than other product categories? Why?
Here’s part one of our conversation on Antonia’s study on how the ease or difficulty of pronouncing a wine’s name affects our perception of its taste and price.
You can also watch more celebrity wine video interviews.
Dr. Antonia Mantonakis is a Fellow of the Cool Climate Oenology and Viticulture Institute, an Associate Professor of Marketing at the Goodman School of Business, and Associate Faculty of Psychology, at Brock University in Niagara, Canada.
She is a psychologist by training and holds a Bachelor of Science in Psychology from the University of Toronto; and has both a Masters in Experimental-Cognitive Psychology and a Doctorate in Experimental-Cognitive Psychology from Simon Fraser University.
Her research focuses on the psychological factors that affect consumer behaviour and consumer decision making. Antonia and I tasted these wines together:
Mike Weir Sauvignon Blanc 2010, V.Q.A., Niagara Peninsula, Ontario
Grassy fresh, herbal and chives. Medium-bodied, mouth-watering and refreshing. Drink: 2012-2014. 686972 12.5% XD 750 mL $14.95 Score: 87/100.
Wayne Gretzky Estates No. 99 Estate Series Pinot Noir 2008, V.Q.A., Niagara Peninsula, Ontario
A smoky, mocha-cherry pinot. Very attractive, especially for this price. Lovely mouth-watering acidity for food. Pair with: cardamom-spiced grilled chicken. Drink: 2012-2015. 129056 12.5% XD 750 mL $18.95 Score: 89/100.
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See all wine video chats here.
Is there someone else with a fascinating wine story whom you think I should interview? Please e-mail me: email@example.com.