|dc.creator||Taylor, David C.||
|dc.description.abstract||Like art, wine can be an aesthetic product that requires knowledge before it can be
fully understood. To dispel this confusion and to develop knowledge about wine, wine
education courses are conducted across the globe.
This dissertation is the first study to look at what motivates consumers to take
wine education courses. Additionally, this dissertation explores what effects wine
education courses have on consumer preferences and their knowledge about wine.
For the first study, 131 past and current participants in a wine appreciation course
were surveyed to understand what motivated them to attend the course. The findings were
different than what has been found in other studies for what motivated people to take
other continuing education courses and were different than the motivations to go to a
wine festivals. The main motivation for the participants was that they were motivated to
become better wine consumers.
For the second study, a quasi-experimental design was utilized. Participants were
given a test and questionnaire about wine at the beginning of the course which gauged
both their subjective knowledge, or what they think they know, and objective knowledge,
what they actually knew. They were also asked to blind taste wines and rank those wines.
At the end of the course, they repeated both the questionnaire and the blind tasting. The
results showed that objective knowledge actually increased, but participants subjective
knowledge did not. So, they may have known more but they did not think that they did.
Further, though it was anticipated that preferences would change for wine styles following the wine course, they did not. Rankings of wines actually did, though, decrease
between pre and post-course.
Wine appears to continue to be a confusing topic to consumers, even after they
attend a wine course. Though participants seemed to have become more discriminating
tasters, as evidenced by the lower rankings of the wines in the post-test, they still did not
believe that they were any more knowledgeable about wine, so other methods need to be
developed which build subjective knowledge.||
|dc.title||Wine education courses: Changes in wine preferences and motivations for attending||
|thesis.degree.grantor||Texas Tech University||
|thesis.degree.department||Nutrition, Hospitality and Retailing||
|dc.contributor.committeeMember||Kolyesnikova, Nataliya P.||
|dc.contributor.committeeMember||Yuan, Jingxue (Jessica)||
|dc.contributor.committeeChair||Dodd, Timothy H.||
|dc.rights.availability||Restricted from online display. For access, please contact the author.||