A Free Word Association Task dataset on Non-Added Sulfites wines representations from French wine consumers and professionals

Résumé 0

This dataset describes data related to the representation of Non Added Sulfite wines for French wine consumers and professionals in relation with familiarity towards this wine category. An online free word association task was used. A total of 319 consumers representative of French wine consumption, and 540 wine professionals from different French wine-producing areas were recruited. Participants had to promptly verbalize the first five terms that came in mind for “NAS wines” word, and to rate both the importance and the valence of each generated term. Participants answered also a specific questionnaire based on the Distance to Object survey proposed by Urdapilleta et al. (2021) was designed to determine the level of familiarity and expertise of participants according to three main dimensions integrating levels of involvement, knowledge, and practice/exposition with NAS wines particularly. The dataset includes information on consumers and professional characteristics. These data are useful in understanding the mental representations of French wine consumers and professionals for non-added sulfites (NAS) wines. They are also useful for analyzing their familiarity towards this product category. This survey can be reused by other researcher from other countries and, by using the French data, they would be able to compare different international markets. This dataset and the survey would be reused in the future to compare the evolution of the representation of French wine consumers and professional over time.