Sensible wine drinking at the core of a French research chair

Thursday June 06 2019 by Vitisphere

 “We want to answer questions like is it good to share ideas and at what age?” adds Olivier Gergaud. “We want to answer questions like is it good to share ideas and at what age?” adds Olivier Gergaud. - Photo credit : Kedge BS

At the end of the day, we know nothing. We know nothing of the educational and information conditions that lead to sensible drinking. What should you tell your children? How do friends and peers affect our consumption? Everyone will probably have their own layperson’s opinion, but research has never contributed to the analysis. The creation of the ‘Kedge Vin & Société’ Sensible Drinking Chair is designed to provide answers.

Financed to the tune of 250,000 euros over 3 years by Vin & Société, it will begin research in two areas, under the guidance of economics professor Olivier Gergaud, and “with complete independence”, stressed the researcher right off the bat. The research will be arranged into two main themes. The first involves education and the impact of education on wine consumption. “We will study a cohort of families. Some of them will come to us to deliver messages about wine education. The idea is to observe how parents and children exchange views on wine and how this impacts young people's drinking habits”, explained the researcher.

The second line of research will involve understanding and preventing unsafe drinking habits by wine consumers (binge drinking and social alcoholism). The aim is to determine the best health messages to deter unsafe behaviour. Some of the research will focus on whether guilt is more or less effective than awareness of the consequences on personal image.

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