The effect of branding on consumer choice through blind and non-blind taste tests

Brand names have an effect on consumers’ evaluation of a product. Most studies deal with a single measure of this brand effect such as choice, preference or perceptions about the product. Few have investigated how branding affects consumers’ choice process when sensory-based factors are involved, especially after tasting the product. This study examines the role of branding on consumer behavior through blind and non-blind taste tests of wine. Using a conceptual value model and a probabilistic choice model the author analyzes consumers’ choice process between different wines. Results indicate that there is a differential brand effect on the saliency of sensory-based attributes in this choice process. More reputable brands have a positive effect on the saliency of some of these attributes.