Hegemonic and polemical beliefs: culture and consumption in the social representation of wine.

Wine, in France, is a cultural product. However, the issue of wine consumption has been at the centre of a recurring social debate. We decided to focus our study on the effect of consumption practices on this social representation as well as the variations in position-taking in very different normative contexts. Results revealed two distinct social representations according to consumption practice. Moreover, Guttman effect in principal component analysis uncovered a unique phenomenon which showed that participants (consumer vs. non consumer) were inclined to act differently only in the case of polemical issues when they perceived the investigator as a consumer vs. non consumer. Indeed, in the case of hegemonic beliefs they were inclined to act in the same way and their answers were not influenced by the status of the investigator. Results are discussed around the question of the links between social representations and social identity.