Changes in liking and quality scores from the closure
unknown to known condition was further compared for
subsets of participants determined by three demographic
parameters. One was how frequently they consumed red
or white wine, the second was whether or not they consumed
Chardonnay or Merlot, and the third was the price
they typically paid for wine. In the unknown condition,
most liking and quality scores for either Chardonnay or
Merlot were unaffected by any of the three demographic
parameters. However, the mean quality rating for Chardonnay
for those who drank Chardonnay (score = 5.9) was
significantly higher than for those who drank other white
wines but not Chardonnay (score = 5.3, t(104) = 2.13, p
< 0.05). In the known condition, both the Merlot quality
and liking scores for the synthetic cork were significantly
higher (5.8 liking and 5.7 quality scores) for frequent red
wine consumers than for infrequent red wine consumers
(4.5 liking and 4.6 quality scores, t(104)liking = 2.04, p <
0.05, t(104)quality = 2.01, p < 0.05). These liking and quality
scores were not different for the other closures, only the
synthetic. Otherwise, the mean liking and quality scores
for Chardonnay and Merlot were unaffected by the demographic
parameters.