The Wine Psychologist
Hello, I’m Dr. Antonia Mantonakis
Based in Niagara’s beautiful wine country, with over 150 wineries on my doorstep, I am truly embracing life as “The Wine Psychologist”. By day I am a professor at Brock University and a consumer psychologist. I began researching brand memory over 2 decades ago and now my focus is on wine labels and their purchase influence. My research is both my profession and my passion, from visiting wineries, the LCBO, Wine Shops and watching people make selections, to active projects at Brock University’s Wine Consumer Lab, and giving seminars to wine industry colleagues.
“Don’t become a mere recorder of facts, but try to penetrate the mystery of their origin.”
– Ivan Pavlov
Insights
For over 20 years my psychological research has looked at consumer cognition: how consumers perceive, think, feel, make decisions, buy, consume, and remember.
Wine Tips
People always ask, “what’s a “good” wine?” or “what wineries should I visit?” or “how should I go about serving wine?” Here are my top tips.
Expertise
By day I am a professor at Brock University and a consumer psychologist. I teach courses and seminars on consumer behaviour, elements of marketing, and wine marketing. Want to learn more?
Test Your Consumer Knowledge
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Consumer Insights
& Wine Tips
RESEARCH
& PUBLICATIONS
What does a Wine Psychologist do?
My Work
With my doctorate in psychology I specialize in how consumers think, feel, and make decisions. Think of that time you were standing in the isle at the LCBO and wondering which wine to buy for your Thanksgiving gathering? All your thoughts, the decision you ultimately made, and how you felt about it is what I study. It’s about consumer psychology and behaviour. I teach business owners and vintners how consumers think, feel, decide, buy, consumer and remember.


The Latest
Buying wine as a gift
Shopping for wine as a gift? Here are 3 tips from a consumer psychologist…
What wine I recommend
Having a hard time selecting wine? Here are 3 tips from a consumer psychologist…
3 Tips when having friends over for wine
Having friends over for wine? Here are 3 tips from a consumer psychologist…
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My Work
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