“Should You Judge a Bottle by Its Label? You Probably Already Do!”

Drawing on his work in alternative wine packaging and local food branding, Dr. Nick Johnston offers a unique social-psychological perspective on the consumer decision-making process. Join Dr. Johnston as he discusses the power of perception and how it influences our purchase decisions.

Dr. Nicholas "Nick" Edward Johnston is an Associate Professor of Hospitality Management in the Department of Management in the Harrison College of Business and Computing at Southeast Missouri State University. He holds a doctoral degree in Hospitality Administration from Texas Tech University. He is also a Certified Culinarian through the American Culinary Federation, Certified in Hotel Industry Analytics (CHIA), and has over 15 years of experience in the food and beverage industries. In addition to teaching and advising, Dr. Johnston is an active researcher whose work focuses on consumer and organizational behavior in the foodservice and beverage industries. His work has been grant funded, published in numerous academic journals, and presented at a variety of industry and academic conferences.