This study uses eye-tracking technology to investigate the decision-making process for wine selection in restaurants. A total of 100 participants evaluated 20 red wines allocated across three wine lists, which were presented either with or without brand information. The results reveal that branded wine lists simplify decision-making, reduce selection time, and increase preferences for mid- to high-priced wines. Conversely, unbranded lists shift attention to quality indicators, such as designation of origin and grape variety, while amplifying price sensitivity, favoring both low- and high-priced wines. A predictive model demonstrates that brands allow for higher average prices, whereas their absence heightens consumer price awareness. These findings underscore the strategic importance of wine list design, offering actionable insights for restaurateurs to align wine presentation with consumer decision processes and choice patterns. The results also contribute to understanding how branding, pricing, and product attributes shape visual attention and purchase decisions in hospitality settings.
Díaz-Armas et al. (2026) studied this question.