Multidimensional representation of wine drinking experience: Effects of the level of consumers' expertise and involvement

In experiential literature there is a collective accord that consumers' experiences should be conceptualised in a multi-dimensional configuration. From the sensory science viewpoint, the recent focus on consumption experience is gaining momentum but more findings are still needed. This study aims to reveal the dimensions shaping the wine drinking experience as well as their saliency and predominance among consumers with different levels of involvement and expertise. Six contextual focus group interviews were performed with 43 Spanish wine consumers and professionals stratified into groups based on levels of involvement and expertise. The main findings indicate that in all groups, the dimensions of sense, affect, and cognition operate to shape the drinking experience but at different levels. Low involved consumers (LI) privilege sensory and emotional dimensions, while experts attend closely to the sensory and cognitive dimensions. High involved consumers (HI) have an intermediate behaviour between LI and experts relying similarly on sensory, cognitive and affective cues. Results are put in perspective with findings in experiential literature spotlighting the application of the multidimensional experiential framework in sensory and consumer wine science.