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JWE-Articles
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Journal of Wine Economics Volume 15 | 2020 | No. 4 | Selected Proceedings
»
Erring Experts? A Critique of Wine Ratings as Hedonic Scaling

Erring Experts? A Critique of Wine Ratings as Hedonic Scaling

Denton Marks
JEL Clasification: C14, D12, D91, L15, L66
Pages: 386-393
Abstract

Consumers use expert ratings to help choose wine, and economists find correlations between ratings and transaction prices. Rating scales resemble hedonic scales in the behavioral sciences, which suffer from an “intersubjectivity” problem. Taste is a private sensation; people taste differently (an external validity problem), so ratings are often unreliable hedonic markers of enjoyment. But why? Hedonic measurements from food science (“general Labeled Magnitude Scales”) attempt to adjust for differences in perceived sensory sensitivity and offer clues. Resulting insights illustrate wine ratings’ shortcomings as reliable guides to enjoyment.

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