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WHEN DOES THE PRICE AFFECT THE TASTE? RESULTS FROM A WINE EXPERIMENT

Johan Almenberg and Anna Dreber

No 51755, Working Papers from American Association of Wine Economists

Abstract: We designed an experiment that examines how knowledge about the price of a good, and the time at which the information is received, affects how the good is experienced. The good in question was wine, and the price was either high or low. Our results suggest that hosts offering wine to guests can safely reveal the price: much is gained if the wine is expensive, and little is lost if it is cheap. Disclosing the high price before tasting the wine produces considerably higher ratings, although only from women. Disclosing the low price, by contrast, does not result in lower ratings. Our finding indicates that price not only serves to clear markets, it also serves as a marketing tool; it influences expectations that in turn shape a consumer’s experience. In addition, our results suggest that men and women respond differently to attribute information.

Keywords: Consumer/Household Economics; Demand and Price Analysis (search for similar items in EconPapers)
Pages: 14
Date: 2009-04
New Economics Papers: this item is included in nep-agr, nep-cul, nep-exp, nep-mic and nep-mkt
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https://ageconsearch.umn.edu/record/51755/files/AAWE_WP35.pdf (application/pdf)

Related works:
Journal Article: When Does the Price Affect the Taste? Results from a Wine Experiment* (2011) Downloads
Working Paper: When Does the Price Affect the Taste? Results from a Wine Experiment (2010) Downloads
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aawewp:51755

DOI: 10.22004/ag.econ.51755

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