摘要：The intangible factors are becoming more and more relevant in the consumer purchasing processes for premium and top wines. This study try to understand how emotions interact with preferences in the consumer choice process for two Italian denomination of origin wines: Amarone of Valpolicella DOC and Soave DOC. It tests a first-trial tasting method to quantify the weight of intrinsic factors considering consumer preferences. The data were gathered through four focus groups involving 50 people and they were elaborated by the nonlinear principal components analysis, the cluster analysis and the Independent-Samples T Test. Brand reputation proves to be a major intrinsic factor which influences the choice of the consumers in buying Amarone and Soave wines. The greater the knowledge of the consumer the less they are influenced by the brand reputation and viceversa. At the same time consumers are conscious of being influenced by brand marketing.
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