Adding a further layer of complexity, Judica and Perkins (1992) found that because the environment of consumption is most frequently a social gathering, consumers are less likely to take a chance and risk a poor quality product. This has a marked influence on the wine selection process because the product becomes a means to social recognition and approval for the buyer rather than simply a beverage. As a result, in many consumption situations the consumer does not have to decide whether or not they will consume a particular product or brand, but what product or brand to select from a.
