The impact of wine tasters’ expectations on wine quality ratings and willingness-to-pay

Philippe Masset and Steffen Raub

Journal of Wine Economics, 2023, vol. 18, issue 2, 156-172

Abstract: Is it possible to exploit cognitive biases so that a non-professional taster prefers one wine to several other absolutely identical wines? To address this question, three complementary experiments were carried out. Each time, five wines were tasted blind in a tasting laboratory by 24 to 34 tasters. Converging evidence from the experiments shows that participants were not capable of identifying that some of the wines they were tasting were absolutely identical. Moreover, the results show that by providing information about the wines’ ratings, prices, or reputation, tasters’ expectations can be modified, and, as a result, their evaluations of the wines can be altered. Specifically, we show that it is possible to modify the ranking between different wines and to get tasters to prefer a wine over other absolutely identical wines. Finally, a surprising finding was that experienced tasters express stronger opinions and adapt their evaluations more strongly after being given manipulative information on the wines they taste.

Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.cambridge.org/core/product/identifier/ ... type/journal_article link to article abstract page (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cup:jwecon:v:18:y:2023:i:2:p:156-172_4

Access Statistics for this article

More articles in Journal of Wine Economics from Cambridge University Press Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK.
Bibliographic data for series maintained by Kirk Stebbing ().