%0 Journal Article %A H. G. Schutz %A J. H. Ortega %T Consumer Attitudes Toward Wine %D 1974 %R 10.5344/ajev.1974.25.1.33 %J American Journal of Enology and Viticulture %P 33-38 %V 25 %N 1 %X Fifty-six beverages (43 wines) were rated against 48 use-attributes by 52 Woodland (California) housewives. Mean appropriateness and percent appropriateness values were compiled for each beverage over all use-attributes. Factor analyses were conducted on wines and on use-attributes. Three wine factors were differentiated on the basis of occasion served, how used, and psychological qualities. The three use-attribute factors were selforientation, other-orientation, and functional orientation. %U https://www.ajevonline.org/content/ajev/25/1/33.full.pdf