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This document summarizes a study that investigated social representations of wine as a function of wine expertise and culture by comparing France and New Zealand. The study found: 1) New Zealanders associated wine with different flavors, relaxation, fun, and food, while French associated wine with friendship, red wine, and cheese. 2) Novices evoked times of wine consumption like dinner and parties, while experts referred to sharing, heritage, and conviviality. 3) Representations of wine differ between

Author

Muhammad Noman

Language

EN