The effect of rosé wine colors on expected flavor and tastiness: A cross-modal correspondence explanation

How and why do wines with different colors influence consumer responses? Despite strong evidence from research on cross-modal correspondences that food and drink colors influence flavor perceptions and subsequent consumer responses, it is unclear from the wine literature whether consumers prefer paler or slightly darker colors of rosé. The aim of this research is twofold: (1) identify from an existing set of (relatively pale) prototypical color shades of Rosé de Provence what specific color (paler vs. slightly darker) leads to more positive consumer responses and (2) shed light on the underlying mechanisms that explain this relationship. Using a large sample of French wine consumers (n = 601), we test our hypotheses via a within-subjects design experiment. We first examined the effect of five shades of Rosé de Provence wines (nacre, light melon, sand, melon, and peach) on consumer responses (willingness to pay, willingness to buy, color liking). To further investigate the underlying roles of fruity flavor and expected tastiness (in that order), we conducted a series of two-condition within-subjects serial mediations. Our findings consistently show more positive consumer responses for Rosés de Provence with peach and melon shades (i.e., slightly darker colors) compared to nacre, light melon, and sand shades (i.e., paler colors). Further, a stronger association between slightly darker colors and fruity flavor enhances expected tastiness, which leads to stronger responses. Our findings provide key theoretical contributions and managerial implications by suggesting consumer responses for Rosés de Provence and corresponding explanations based on cross-modal correspondences.