{"id":2956,"date":"2020-01-09T11:36:55","date_gmt":"2020-01-09T08:36:55","guid":{"rendered":"http:\/\/vine-nn.ru\/vino-a-paradox-volby\/"},"modified":"2020-01-09T11:36:55","modified_gmt":"2020-01-09T08:36:55","slug":"vino-a-paradox-volby","status":"publish","type":"post","link":"https:\/\/vine-nn.ru\/cs\/vino-a-paradox-volby\/","title":{"rendered":"V\u00edno a „paradox volby“"},"content":{"rendered":"

<\/p>\n

\nStovky v\u00edn \u2013 stovky etiket, \u2013 jak si vybrat? M\u016f\u017ee, sv\u011bt\u011b tolik neb\u011bh\u00e1?\n<\/p>\n

\nZn\u00e1te ten pocit, kdy\u017e v supermarketu \u043f\u043e\u0434\u0445\u043e\u0434\u0438\u0448\u044c k \u043f\u043e\u043b\u043a\u0430\u043c s cere\u00e1liemi k sn\u00eddani a \u0432\u0445\u043e\u0434\u0438\u0448\u044c do n\u011bmoty od jednoho a p\u016fl des\u00edtek obal\u016f, z nich\u017e ka\u017ed\u00e1 slibuje, \u017ee „ide\u00e1ln\u00ed za\u010d\u00e1tek dne“? Nebo tucet \u0161ampony, kte\u0159\u00ed trvaj\u00ed na tom, \u017ee v ka\u017ed\u00e9m \u2013 unik\u00e1tn\u00ed formule pro p\u00e9\u010di o va\u0161e \u0431\u0435\u0437\u043d\u0430\u0434\u0435\u0436\u043d\u044b\u043c\u0438 \u0444\u043e\u043b\u043b\u0438\u043a\u0443\u043b\u0430\u043c\u0438?\n<\/p>\n

\nP\u0159esn\u011b tak.\n<\/p>\n

\nBohatstv\u00ed volby, s n\u00edm\u017e se setk\u00e1v\u00e1me, m\u016f\u017ee d\u00e1t klapky. A tato ot\u00e1zka se stala p\u0159edm\u011btem v\u00fdzkumu v co\u017e hodn\u011b kontroverzn\u00ed knihu psycholog Barry \u0428\u0432\u0430\u0440\u0442\u0446\u0430 (Barry Schwartz) „Paradox volby: pro\u010d m\u00e9n\u011b znamen\u00e1 v\u00edce?“, vy\u0161la v roce 2004. V n\u00ed autor tvrd\u00ed, \u017ee v\u00fdb\u011br d\u00e1v\u00e1 svobodu, ale jen do jist\u00e9 m\u00edry.\n<\/p>\n

\n „S n\u00e1r\u016fstem po\u010dtu mo\u017enost\u00ed, roste negativn\u00ed efekt \u2013 a\u017e do okam\u017eiku, kdy se u n\u00e1s stane \u043f\u0435\u0440\u0435\u0433\u0440\u0443\u0437, a v\u00fdb\u011br u\u017e n\u00e1m d\u00e1v\u00e1 svobodu, a vy\u010derp\u00e1v\u00e1 a vede k \u0437\u0430\u043c\u0435\u0448\u0430\u0442\u0435\u043b\u044c\u0441\u0442\u0432\u0443. N\u011bkdy je dokonce mo\u017en\u00e9 mluvit o tyranie volby“\n <\/p>\n

\nNo jo, s\u00e1m \u0428\u0432\u0430\u0440\u0442\u0446 uzn\u00e1v\u00e1, \u017ee tyranie u reg\u00e1l\u016f v supermarketu \u2013 to m\u016f\u017ee u\u017e moc. A p\u0159esto, jak uk\u00e1zala zn\u00e1m\u00e1 nyn\u00ed studium chov\u00e1n\u00ed kupuj\u00edc\u00edch d\u017eem, lid\u00e9 jsou v\u00edce ochotni se zav\u00e1zat k n\u00e1kupu v prost\u0159ed\u00ed v\u00edce \u00fazk\u00fd v\u00fdb\u011br. Kter\u00e9 n\u00e1sledovaly tyto studie, zd\u00e1 se, potvrzuj\u00ed teorii „m\u00e9n\u011b-t\u00edm l\u00e9pe“, ukazovat, \u017ee p\u0159\u00edli\u0161 \u0161irok\u00fd v\u00fdb\u011br se m\u016f\u017ee uk\u00e1zat jako p\u0159ehnan\u00e9.\n<\/p>\n

\nPort\u00e1l Wine Searcher obsahuje informace o v\u00edce ne\u017e 6,8 milionu r\u016fzn\u00fdch v\u00edn. Pokud je zkou\u0161et jeden po druh\u00e9m vinu za den, pak na toto mno\u017estv\u00ed klesne 18617 let, ale to nen\u00ed dost, proto\u017ee ka\u017ed\u00fd rok vyjde nov\u00fd ro\u010dn\u00edk.\n<\/p>\n

\nM\u00e1te neexistovaly my\u0161lenky, \u017ee sv\u011bt nen\u00ed t\u0159eba takov\u00e9 mno\u017estv\u00ed v\u00edna? Dokonce i ty hard-vinn\u00fd maniak s ocelov\u00fdmi j\u00e1try nen\u00ed schopen p\u0159emoci. Tato rozmanitost pot\u011b\u0161\u00ed vinn\u00fdch nad\u0161enc\u016f, ale zdaleka ne v\u0161ichni, kdo jsou v z\u00e1sad\u011b pit\u00ed v\u00edna, sd\u00edlej\u00ed jejich fanatismus. Pro mnoho spot\u0159ebitel\u016f, v\u00edno \u2013 nic v\u00edc ne\u017e prost\u0159edek k relaxaci po n\u00e1ro\u010dn\u00e9m dni, kdy d\u011bti maj\u00ed j\u00edt sp\u00e1t.\n<\/p>\n

\nKrom\u011b v\u00fdb\u011bru z velk\u00e9ho mno\u017estv\u00ed v\u00edn, p\u0159ed spot\u0159ebitelem je\u0161t\u011b jeden \u0440\u0435\u0431\u0443\u0441: jejich etikety, z nich\u017e mnoh\u00e9 obsahuj\u00ed ciz\u00ed n\u00e1pisy, pochopit, kter\u00e9 nen\u00ed snadn\u00e9, pokud jsi studoval ve vinn\u00e9 \u0161kole. K tomu, jak pr\u016fm\u011brn\u00fd urbanite bude moci odhadnout, \u017ee Pouilly-Fuisse (Pouilly-\u0424\u044e\u0441\u0441\u0435) \u2013 je to chardonnay z Burgundska, a Pouilly-Fume (Pouilly-\u0424\u044e\u043c\u0435) \u2013 sauvignon z Loiry? A jak\u00e9 to vlastn\u011b chutn\u00e1?\n<\/p>\n

\nNo ano, je to skv\u011bl\u00fd d\u016fvod j\u00edt u\u010dit. Ale pro drtivou v\u011bt\u0161inu spot\u0159ebitel\u016f vinn\u00e9 kurzy \u2013 nen\u00ed v top priorit. Jak uk\u00e1zaly pr\u016fzkumy, prov\u00e1d\u011bn\u00e9 Wine Intelligence, v\u011bt\u0161ina ve v\u00fdb\u011bru dobr\u00e9ho v\u00edna spol\u00e9haj\u00ed na doporu\u010den\u00ed p\u0159\u00e1tel, promo akce, zn\u00e1m\u00e9 zna\u010dky, nebo jen obl\u00edben\u00e1 odr\u016fda.\n <\/p>\n

\nAle je paradox, a jinde: je\u0161t\u011b koupit jedny a ty sam\u00e9 v\u00edno, lid\u00e9 maj\u00ed tendenci j\u00edt za nimi tam, kde je v\u00edce mo\u017enost\u00ed… kter\u00e9 oni nemaj\u00ed.\n<\/p>\n

\nTipy poradc\u016f v oblasti prodeje taky hraj\u00ed roli. Studie proveden\u00e1 v roce 2014 pro spole\u010dnosti Technomic, zjistila, \u017ee doporu\u010den\u00ed prod\u00e1vaj\u00edc\u00edho person\u00e1lu vliv na rozhodnut\u00ed v\u00edce ne\u017e t\u0159etina kupuj\u00edc\u00edch. A i kdy\u017e v mnoha obchodech person\u00e1l a \u0437\u0434\u043e\u0440\u043e\u0432\u0430\u0435\u0442\u0441\u044f, co se s obt\u00ed\u017eemi, sklad znovu a znovu dokazuj\u00ed v\u00fdznam kvalifikovan\u00e9 p\u00e9\u010de person\u00e1lu v \u00fasp\u011bchu vinn\u00e9 \u0440\u043e\u0437\u043d\u0438\u0446\u044b.\n<\/p>\n

\nNicm\u00e9n\u011b, v USA 4 z 10 lahv\u00ed se prod\u00e1vaj\u00ed v supermarketech (Uk 8 z 10), a tam, na rozd\u00edl od vina\u0159sk\u00fdch butik\u016f, na t\u00e9ma kvalifikace zam\u011bstnanc\u016f \u0437\u0430\u043c\u043e\u0440\u0430\u0447\u0438\u0432\u0430\u044e\u0442\u0441\u044f z\u0159\u00eddka (i kdy\u017e v n\u011bkter\u00fdch supermarketech se za\u010daly objevovat elektronick\u00e9 vyhled\u00e1va\u010de s doporu\u010den\u00edmi). A tak nen\u00ed divu, \u017ee hmotnost spot\u0159ebitel\u016f je v\u00fdb\u011br na z\u00e1klad\u011b promo-akce, zn\u00e1m\u00fdch odr\u016fd a kr\u00e1sn\u00fdch etiket.\n<\/p>\n

<\/p>\n

\nP\u0159iznejme si to: oby\u010dejn\u00e9ho spot\u0159ebitele chyb\u00ed jednoduch\u00e9 srozumiteln\u00e9 krit\u00e9ri\u00ed pro srovn\u00e1n\u00ed \u0161irok\u00e9 \u0159ady tak podobn\u00ed lahv\u00ed. M\u016f\u017ee usnadnit v\u00fdb\u011br, p\u0159i\u010dem\u017e mno\u017estv\u00ed toho, co je t\u0159eba porovn\u00e1vat?\n<\/p>\n

\nA nejen supermarkety mohli \u0443\u0436\u0430\u0442\u044c sortiment, aby nedo\u0161lo k p\u0159et\u00ed\u017een\u00ed mozku kupuj\u00edc\u00edho. Vina\u0159i taky mohli sna\u017eit udr\u017eet si ve sv\u00fdch rukou. Nad\u00fdm\u00e1n\u00ed sortimentu ob\u010das p\u0159ech\u00e1z\u00ed v\u0161echny rozumn\u00e9 meze. Sine Qua Non, \u043c\u0435\u043d\u044f\u044e\u0449\u0438\u0439 n\u00e1zvy a vzhled sv\u00fdch v\u00edn ka\u017ed\u00fd rok \u2013 to je samoz\u0159ejm\u011b extr\u00e9mn\u00ed p\u0159\u00edpad \u2013 jeho eskap\u00e1dy alespo\u0148 hrad\u00ed bohat\u00e9 se pr\u00e1v\u011b fanou\u0161ky zna\u010dky, ale i bez n\u011bj mnoho b\u011b\u017en\u00fdch v\u00fdrobc\u016f se mohou ubytovat: a s zlat\u00fd \u0442\u0435\u0441\u0435\u043c\u043e\u0447\u043a\u043e\u0439, a podnose, a „pozn\u00e1vac\u00ed“ a „omezen\u00fd“ \u2013 v \u0441\u0443\u0440\u0433\u0443\u0447\u0435 v d\u0159ev\u011bn\u00fdch \u044f\u0449\u0438\u0447\u043a\u0430\u0445 s chom\u00e1\u010de sena a \u043a\u043d\u0438\u0436\u0435\u0447\u043a\u043e\u0439…\n<\/p>\n

\nSv\u011bt\u011b nen\u00ed t\u0159eba tolik v\u00edna. Sv\u011btov\u00e1 produkce v\u00edna ji\u017e siln\u011b \u043e\u043f\u0435\u0440\u0435\u0434\u0438\u043b\u043e spot\u0159ebu. A i kdy\u017e evropsk\u00e1 Unie p\u0159ij\u00edm\u00e1 opat\u0159en\u00ed na omezen\u00ed vinn\u00fdch \u0159ek s reformou v odv\u011btv\u00ed, a sklize\u0148 2012 byl mal\u00fd, v\u00edno st\u00e1le vyr\u00e1b\u00ed v\u00edce, ne\u017e je spot\u0159ebov\u00e1no.\n<\/p>\n

\nNetvrd\u00edm, masivn\u011b zav\u00edrat vina\u0159stv\u00ed. Stanovit limit 5 v\u00edn pro n\u011b taky nen\u00ed navrhuji (i kdy\u017e o tom p\u0159em\u00fd\u0161let, m\u016f\u017ee my\u0161lenka nen\u00ed tak stra\u0161n\u00e1), ale v konceptu „m\u00e9n\u011b znamen\u00e1 v\u00edce“ ur\u010dit\u011b existuje d\u016fvod. Rozmanitost a hloubka vinn\u00e9ho trhu a m\u016f\u017ee pot\u011b\u0161it, a stra\u0161it \u2013 to z\u00e1le\u017e\u00ed na p\u0159\u00edstupu. Ale t\u011bm z n\u00e1s, kte\u0159\u00ed jsou zasv\u011bceni do vina\u0159sk\u00e9m pr\u016fmyslu, stoj\u00ed za to postarat se o to, aby pr\u016fm\u011brn\u00fd spot\u0159ebitel nen\u00ed \u0445\u0432\u0430\u0442\u0430\u043b\u0441\u044f za vlasy p\u0159i v\u00fdb\u011bru v\u00edna.<\/p>\n","protected":false},"excerpt":{"rendered":"

Stovky v\u00edn \u2013 stovky etiket, \u2013 jak si vybrat? M\u016f\u017ee, sv\u011bt\u011b tolik neb\u011bh\u00e1? Zn\u00e1te ten pocit, kdy\u017e v supermarketu \u043f\u043e\u0434\u0445\u043e\u0434\u0438\u0448\u044c k \u043f\u043e\u043b\u043a\u0430\u043c s…<\/p>\n","protected":false},"author":1,"featured_media":1268,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[52],"tags":[],"class_list":["post-2956","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-informace"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/posts\/2956","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/comments?post=2956"}],"version-history":[{"count":0,"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/posts\/2956\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/media\/1268"}],"wp:attachment":[{"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/media?parent=2956"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/categories?post=2956"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vine-nn.ru\/cs\/wp-json\/wp\/v2\/tags?post=2956"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}