Determinants of WTP for Prosecco wine: A latent class regression with attitudinal responses

Purpose – Under investigation is Prosecco wine, a sparkling white wine from North-East Italy.
Information collection on consumer perceptions is particularly relevant when developing market
strategies for wine, especially so when local production and certification of origin play an important
role in the wine market of a given district, as in the case at hand. Investigating and characterizing the
structure of preference heterogeneity become crucial steps in every successful marketing strategy. The
purpose of this paper is to investigate the sources of systematic differences in consumer preferences.
Design/methodology/approach – The paper explores the effect of inclusion of answers to
attitudinal questions in a latent class regression model of stated willingness to pay (WTP) for this
specialty wine. These additional variables were included in the membership equations to investigate
whether they could be of help in the identification of latent classes. The individual specific WTPs from
the sampled respondents were then derived from the best fitting model and examined for consistency.
Findings – The use of answers to attitudinal question in the latent class regression model is found to
improve model fit, thereby helping in the identification of latent classes. The best performing model
obtained makes use of both attitudinal scores and socio-economic covariates identifying five latent
classes. A reasonable pattern of differences in WTP for Prosecco between CDO and TGI types were
derived from this model.
Originality/value – The approach appears informative and promising: attitudes emerge as
important ancillary indicators of taste differences for specialty wines. This might be of interest per se
and of practical use in market segmentation. If future research shows that these variables can be of use
in other contexts, it is quite possible that more attitudinal questions will be routinely incorporated in
structural latent class hedonic models.

Effects of sucrose on opioid gene expression in the rat brain.

Opioid peptide neurotransmitters stimulate feeding and are involved in mediating the rewarding aspects of feeding, as well as in energy regulation in the brain. The effects of sucrose diets on opioid peptide gene expression were measured in the arcuate nucleus (ARC) and the paraventricular nucleus (PVN) of the rat. Rats were fed a cornstarch-based diet or a low (16.7%), medium (33.4%), or high (50%) sucrose containing diet for 7 days. Analyses of the ARC and PVN demonstrated that sucrose in the diet had no effect on mRNA levels of opioid peptides. The lack of an opioid response in the ARC and PVN suggests that opioids in the ARC and PVN are involved in energy regulation rather than in mediating hedonic aspects of feeding.