The Importance of the Information on the Back Label of a Wine Bottle on the Purchase Decision Marianne McGarry Wolf and Mollie Thompson Professor Marianne McGarry Wolf California Polytechnic State University mwolf@calpoly.edu Mollie Thompson California Polytechnic State University mtballplaya10@aol.com January 2010 Paper for the pre-AARES conference workshop on The World’s Wine Markets by 2030: Terroir, Climate Change, R&D and Globalization, Adelaide Convention Centre, Adelaide, South Australia, 7-9 February 2010.