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Typeface appropriateness and its impact on wine purchase intent and brand credibility
Ottaway, Luther Nelson
Ottaway, Luther Nelson
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2020-05
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Wine is big business in the United States—with over $68 billion in 2018 retail sales
(Wine Institute, 2019). The U.S. boasts over 10,000 wineries, which when combined with
significant imports from across the globe, create a multitude of choices for consumers. Further
complicating the purchase decision is the consumption occasion, the question of where and with
whom wine is intended to be enjoyed. The purpose of this study is to improve the understanding
of consumers’ interaction with typeface on wine labels and how that interaction impacts: (1)
purchase intent in wine consumption scenarios of varying perceived risk and (2) perceptions of
brand credibility. Sixteen typefaces were pretested by 106 respondents recruited through
Amazon Mechanical Turk (“MTurk”), who determined Monotype Corsiva typeface was the most
appropriate typeface for use on a cabernet sauvignon wine label and Impact typeface was the
least appropriate. Main experiment participants (N = 154)—again recruited through MTurk—
were randomly presented with one of four wine consumption occasions (e.g., home, gift, family
dinner, and business dinner) and asked to select a wine bottle for purchase—between two
digitally presented wine bottles—each utilizing the typefaces selected in the pretest. Participants
were also asked questions surrounding risk perceptions relative to the act of purchasing wine as
well as brand credibility perceptions of the wine bottle selected in the choice experiment.
Respondents selected the wine with the label utilizing the most appropriate typeface—regardless
of wine use occasion. The study’s results, however, failed to support a strong relationship
between brand credibility and purchase intent. From a managerial perspective, this study’s
results suggest wine companies would benefit from: (1) testing label typefaces with consumers to
assess appropriateness (an apparent proxy for likeability and purchase intent) and (2) utilizing
typefaces ranking high from such tests on wine labels.
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Thesis (M.A.)-- Wichita State University, College of Liberal Arts and Sciences, Elliot School of Communication
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Wichita State University
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Copyright 2020 by Luther Nelson Ottaway
All Rights Reserved