Montgomery, Ingvill KaasinBruwer, Johan de Wet2013-11-122013-11-122013Journal of Food Products Marketing, 2013; 19(5):439-4621045-4446http://hdl.handle.net/2440/80978An 18-item multidimensional scale was developed to measure wine consumer involvement level impact on behavior and consumption dynamics. Data were collected at wine tasting events in Portland, Oregon, U.S., yielding a final sample size of 101 respondents. Male wine consumers do not display a higher level of involvement with wine as a product than females, and neither do consumers 45 years and older in comparison with younger consumers. Consumers with high education and income levels do not use these as a basis of their involvement level with wine. Price is not more frequently used by low involvement wine drinkers in the wine purchasing decision.enCopyright © Taylor & Francis Group, LLCinvolvement; wine; consumer behavior; domain-specific; scale developmentJournal article002013219210.1080/10454446.2013.807410000325100300007