Determinants of liking : a call for multilevel assessment of wine preferences – a commentary on Werner and colleagues 2021
In their interesting article, Werner and colleagues (Werner et al., 2021) found that deceptive up-pricing of cheap wine increased participants’ liking of the wine. Prior to their study, no other field study has examined consumers’ ratings of wines where only price information was experimentally m...
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Main Authors: | , |
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Format: | Article |
Language: | English |
Published: |
2021
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Subjects: | |
Online Access: | https://hdl.handle.net/10356/152486 |
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Institution: | Nanyang Technological University |
Language: | English |
Summary: | In their interesting article, Werner and colleagues (Werner et al.,
2021) found that deceptive up-pricing of cheap wine increased participants’ liking of the wine. Prior to their study, no other field study has
examined consumers’ ratings of wines where only price information was
experimentally manipulated (see however Mastrobuoni, Peracchi, &
Tetenov, 2014 for a field experiment on effects of landscape images and
randomly assigned price on tasters’ ratings of prosecco, merlot and
tocai). Werner and colleagues’ study fills this gap in the literature by
performing a field experiment which measured participants’ liking of
three red wines at different price points twice - once without price information, and another time under the influence of price. Werner and
colleagues found that the lowest priced wine was liked more when it was
deceptively up-priced, in line with other research on the effect of price
where demand or liking increased as price increased (Mastrobuoni et al.,
2014; Plassmann, O’doherty, Shiv, & Rangel, 2008). Werner and colleagues were interested in how the subjective experience of wine will be
influenced by price information of the wine. Subjective experience of
wine was defined as “an umbrella term for pleasantness and taste intensity”, and hence pleasantness (measured by participants’ liking of the
wine) and intensity were the two dependent variables of interest. |
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