Cohen, E.d'Hauteville, F.Goodman, S.Lockshin, L.Sirieix, L.2009-12-112009-12-1120084th International Conference of the Academy of Wine and Business Research, 17-19 July, 2008http://hdl.handle.net/2440/54669When adressing the question of cultural differences in consumption behavior, researchers face both conceptual and methodological difficulties, particularly when it comes to defining the relevant "culti unit" (Douglas & Craig 1997) to be taken into account. The authors of this paper discuss these two difficulties and propose the Best - Worst method as a tool for comparing data from a cross - national survey on a sample of wine consumers from Australia (n=283), the UK (n=304) and France (n=1 47). The comparison concerns the choice criteria that are used when picking a wine in a restaurant. Results show differences between the countries, with a clear contrast between the French, on the one hand, and the Australians and British, on the other. They confirm the idea that the country, frequently used in cross - national surveys, may be a valid "culti unit" in cross - cultural research.enCopyright status unknownConference paper002008497940391Goodman, S. [0000-0002-6566-2633]