Decoding Wine Appreciation in Italy: The Role of Vivid Imagery

ABSTRACT The Vividness of Wine Imagery Questionnaire (VWIQ) has been adapted and validated for the Italian context, measuring the vividness of wine imagery in sight, smell, flavor, and mouthfeel. This tool helps understand how imagery ability influences consumer behavior, particularly in wine selection. The Italian adaptation allows for better insights into consumer behavior in Italy, a major wine‐producing country, and enables comparisons across different languages. This adaptation aids in tailoring marketing strategies to specific consumer groups based on their expertise and consumption patterns. Validation of the Italian VWIQ suggests that Italian consumers may exhibit different wine imagery patterns compared to English and Dutch consumers. This research highlights the importance of cultural context in consumer studies and supports the use of the VWIQ in Italy. It opens new research avenues and practical applications in wine marketing, including comparisons between Italian and English‐speaking consumers and professionals.