Enjoyed or Expressed? Social Signaling Orientation and the Conditional Relevance of Perceived Wine Value

Research on self-monitoring and attitude functions shows that some consumers gravitate toward image-oriented appeals while others respond to quality- and enjoyment-based ones. Less is known about whether this principle shapes value perceptions consumers already hold about a product. This study asks whether social signaling orientation — the degree to which consumers treat wine as a self-presentation vehicle — determines which perceived value dimension most strongly predicts consumption intention. Survey data from U.S. wine consumers (N = 235) reveal an asymmetric pattern consistent with the proposed crossover: identity-expressive value becomes more strongly associated with intention as social signaling orientation increases, whereas the corresponding weakening of the hedonic-value association is directional but only marginally significant. Social value, despite correlating positively with intention in isolation, loses its unique positive association once the other value dimensions are modeled. An exploratory profile shows the most engaged segment is distinguished by motivational orientation rather than income, ethnicity, or education, offering practical guidance for segmentation and positioning in symbolically rich categories.