Optimization and Application of the Wine Neophobia Scale

Wine consumers’ willingness (wine neophilia) or reluctance neophobia) to try new wines represent, respectively, an opportunity barrier for product innovation and market development in the wine industry. Here, we first sought validate optimize Neophobia Scale (WNS) a large sample of 1269 Canadian consumers. Both exploratory confirmatory factor analyses showed that seven-item scale was optimal. This modified WNS (mWNS) then used investigate demographic behavioral correlates neophobia. Using lower upper quartile values, 316 neophiles 326 neophobes were identified. did not differ with respect gender age; however, had household income, education, involvement, reported consuming fewer styles than neophiles. Interestingly, while drank considerably more frequently neophobes—a finding is mediated by involvement—total annual intake between groups. Importantly, price typically paid per bottle also varied We recommend adoption mWNS as useful tool fully understanding drivers behavior providing guidance marketers.