Uncorking Wine Choices Through Schema Theory: The Impact of Producer Familiarity and Nontraditional Labels

ABSTRACT The present study aims to illustrate how schema theory can serve as a cohesive framework for understanding consumers' preferences for wine labels. It explores the impact of humorous wine labels on consumers' purchase decision processes. Additionally, the role of familiarity bias is investigated using producer‐name labels. A total of 360 Greek participants were surveyed online and exposed to combinations of humorous, nature‐related, and producer‐name labels. Responses were assessed in terms of perceived quality, purchase intention, and willingness to pay the quoted price. The findings revealed that humorous labels negatively affected perceived quality and purchase decisions, supporting schema theory. Following the familiarity bias, familiar producer names positively influenced buying and payment intentions. This study employs a cognitive framework to enhance the understanding of consumers' buying decision patterns in the context of wine labels.