TY - JOUR T1 - Consumer Attitudes Toward Wine JF - American Journal of Enology and Viticulture JO - Am J Enol Vitic. SP - 33 LP - 38 DO - 10.5344/ajev.1974.25.1.33 VL - 25 IS - 1 AU - H. G. Schutz AU - J. H. Ortega Y1 - 1974/01/01 UR - http://www.ajevonline.org/content/25/1/33.abstract N2 - 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. ER -