One week after the session 1, the same participants returned
to complete session 2. They were again given an
overview of the test and informed that there were photographs
that accompanied each of the wine samples to
taste (Figure 1). Participants were instructed to consider
the information learned from these photos when they
were answering the questions regarding each of the wine
samples they tasted. Photos were chosen as the best medium
to display the closures consistently and easily to
participants, as the closure view for each participant was
the same. For each closure type, there was a set of four
photos displayed together on a single laminate sheet. The
four photos showed a close-up of the bottle neck with
closure in place; the closure out of the bottle neck; a full
picture of an unlabeled wine bottle with the closure removed;
and a close-up of the closure itself. The photo set
gave the name of the closure and the code number of the
sample wine being tasted and evaluated.
Subjects were given all six samples monadically: the
three closure types for Chardonnay samples followed by a
break and then the three Merlot samples. The presentation
order of closure types and wine samples was randomized
every 10 subjects. The same questions related to tasting
as in session 1 were presented with each sample (liking,
quality, purchase intent, and expected purchase price) together
with the photo set appropriate to the wine sample
being evaluated. The photo sets were given to the participants
just before the sample trays to ensure that the subjects
noticed and observed the photos. The onscreen computer
instructions reminded them to first look at the photo
for the particular sample before tasting and rating it. In
addition, they were told that the wine sample they were
tasting and evaluating came from a bottle with that type
of closure. Finally, they were reminded to consider that
information when answering all the questions pertaining to
that particular sample. Between samples there were 2-min
breaks for the participants to cleanse their palettes.