... be developed based on demographics, attitudes, and behaviors defined in the model. The classification tree method Exhaustive CHAID adapts CHAID for “a more thorough merging and testing of predictor variables” (Nisbet et al., 2009 , p. 247), which “can normally achieve better classification results...

.... Furthermore, no reported research has attempted to assess the outcome of product involvement in relation to the different attributes relevant to consumer's choice of wine. This Australian study, based on more than 300 face‐to‐face interviews, aims to provide a clearer picture of the demographics...