Does a Label Have a Taste? Available Information and their Effect on the Perceived Quality of Wine by Czech Students

This paper discusses information input and its influence on the consumerdecision process. Authors conducted an experiment to determine, whether the information available to consumers havethepotentialto influence how they perceive product quality and as a result, influence the output of the consumerdecision process as well. The assumption was verified by conducting qualitativeresearch –a wine tasting experiment. The aim of this paperisto bring attention to the presence of irrational consumer behavior in a situation, where the authors deliberately seek to influence consumers’ sensory evaluation of product quality by providing them with certain information.