BYOB of wine, but which one? Unveiling new boundary conditions and moderating effects for restaurant patrons' consideration set formation

Purpose Departing from conflicting findings on the role of involvement in formation consideration set, authors this study seek to shed light wine consumer behaviour and expand previous bring-your-own-bottle (BYOB) restaurant industry. The determine contradictory effect set size variety. Design/methodology/approach Three empirical studies were conducted. In Study 1, relationships tested a personal consumption situation 2 gift-giving context. Finally, 3, inconsistencies intensity hypothesised explored by testing triple interaction amongst three variables (i.e. involvement, decision-making context decision domain). Findings According authors' BYOB consumers form larger considerations sets memory-based contexts. Involvement's is stronger decisions. patrons smaller alternatives for consumption. more heterogeneous gift-giving. restaurants should facilitate consumers' wine-selection process. Originality/value make an effort explain up-to-date patrons' amount variety contained therein. offers new insights, unfolding moderating contexts versus stimuli-based) domains gift-giving) properties sets.