TY - JOUR

T1 - Does pleasure facilitate healthy drinking? The role of epicurean pleasure in the regulation of wine consumption

AU - Petit, Olivia

AU - Wang, Qian Janice

AU - Spence, Charles

N1 - Funding Information: The authors gratefully acknowledge the financial support from the KEDGE—Vin & Société “Responsible Consumption” Chair. Publisher Copyright: © 2022 The Authors. Journal of Consumer Behaviour published by John Wiley & Sons Ltd.

PY - 2022

Y1 - 2022

N2 - Research on food psychology demonstrates that epicurean eating tendencies (i.e., esthetic appreciation of the sensory and symbolic value of food), similar to health concerns, tend to be associated with more regulated eating behaviors. Given that wine is already a product that is more pleasure-oriented, the question to be addressed here is whether such epicurean tendencies exert a similar effect in terms of moderating wine consumption. Two online studies demonstrate that, contrary to this suggestion, people with epicurean drinking tendencies in fact report drinking wine more frequently, and in larger quantities, than those with health beliefs. That said, when such pleasure is explicitly emphasized through textual cues, it appears to promote more regulated wine consumption. Impaired control mediates the effects of drinking tendencies as well as the effects of cueing on wine consumption. These results highlight how stressing epicurean pleasure might prove to be an effective strategy for those marketers and public authorities wanting to promote responsible wine consumption. Success in this regard might depend on whether it is the perception of the product that is cued rather than the consumers' self-perceived wine consumption.

AB - Research on food psychology demonstrates that epicurean eating tendencies (i.e., esthetic appreciation of the sensory and symbolic value of food), similar to health concerns, tend to be associated with more regulated eating behaviors. Given that wine is already a product that is more pleasure-oriented, the question to be addressed here is whether such epicurean tendencies exert a similar effect in terms of moderating wine consumption. Two online studies demonstrate that, contrary to this suggestion, people with epicurean drinking tendencies in fact report drinking wine more frequently, and in larger quantities, than those with health beliefs. That said, when such pleasure is explicitly emphasized through textual cues, it appears to promote more regulated wine consumption. Impaired control mediates the effects of drinking tendencies as well as the effects of cueing on wine consumption. These results highlight how stressing epicurean pleasure might prove to be an effective strategy for those marketers and public authorities wanting to promote responsible wine consumption. Success in this regard might depend on whether it is the perception of the product that is cued rather than the consumers' self-perceived wine consumption.

U2 - 10.1002/cb.2084

DO - 10.1002/cb.2084

M3 - Journal article

AN - SCOPUS:85134247459

VL - 21

SP - 1390

EP - 1404

JO - Journal of Consumer Behaviour

JF - Journal of Consumer Behaviour

SN - 1472-0817

IS - 6

ER -