![]() It is associated with more regulated food behaviors, unlike visceral pleasure. The former is defined as: “ The enduring pleasure derived from the aesthetic appreciation of the sensory and symbolic value of the food” (Cornil & Chandon, 2016a, p. Researchers studying food often choose to distinguish between epicurean and visceral pleasure (Cornil & Chandon, 2016a). Nevertheless, they have not considered the possibility that there might be several different kinds of pleasure enhancement that could potentially affect wine consumption differently. Researchers generally focus on those elements leading to increased consumption, and have identified the enhancement of pleasure as one of the key motives (Cooper et al., 1992 Kuntsche et al., 2005, 2006 Mezquita et al., 2011). ![]() These effects of wine on health have led some researchers to wonder about the factors affecting wine consumption (Charters & Pettigrew, 2008 Goode, 2005 Hall et al., 1997 Moran & Saliba, 2012 Taylor et al., 2018). Although excessive wine consumption is associated with the development of chronic disease, a wealth of data highlight the existence of an inverse relationship between moderate wine consumption and the risk of coronary heart disease (Arif & Rohrer, 2005 Castaldo et al., 2019 Haseeb et al., 2017 Yoo et al., 2021). In the United States, around one in three adults report consuming wine at least once a month, that is, around 77 million people (Wine Intelligence US Landscapes, 2020). The wine industry employs nearly one million people and brings in $300 billion annually (Académie du vin Library, 2021). Worldwide wine consumption in 2020 was estimated at 234 million hectoliters (NCES, 2021). Success in this regard might depend on whether it is the perception of the product that is cued rather than the consumers' self-perceived wine consumption. These results highlight how stressing epicurean pleasure might prove to be an effective strategy for those marketers and public authorities wanting to promote responsible wine consumption. Impaired control mediates the effects of drinking tendencies as well as the effects of cueing on wine consumption. That said, when such pleasure is explicitly emphasized through textual cues, it appears to promote more regulated wine consumption. Two online studies demonstrate that, contrary to this suggestion, people with epicurean drinking tendencies in fact report drinking wine more frequently, and in larger quantities, than those with health beliefs. Given that wine is already a product that is more pleasure-oriented, the question to be addressed here is whether such epicurean tendencies exert a similar effect in terms of moderating wine consumption. Research on food psychology demonstrates that epicurean eating tendencies (i.e., esthetic appreciation of the sensory and symbolic value of food), similar to health concerns, tend to be associated with more regulated eating behaviors.
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