Skip to content
Have an account?
Login
or
Register
  • About
    • People
    • Fellows
    • Tastings
    • In the News
    • Awards
      • Christophe Baron Prize
      • AAWE Scholarships
      • AAWE Awards of Merits
    • Downloads
    • Contacts & Copyright
  • Journal
    • Online Journal Member Access
    • Online Journal Library Access
    • Editors
    • JWE – All Issues
    • Submission Guidelines
  • Working Papers
  • Meetings
    • 2023 Stellenbosch
    • 2022 Tbilisi
    • 2019 Vienna
    • 2018 Ithaca
    • 2017 Padua
    • 2016 Bordeaux
    • 2015 Mendoza
    • 2014 Walla Walla
    • 2013 Stellenbosch
    • 2012 Princeton
    • 2011 Bolzano
    • 2010 Davis
    • 2009 Reims
    • 2008 Portland
    • 2007 Trier
  • Membership
Menu
  • About
    • People
    • Fellows
    • Tastings
    • In the News
    • Awards
      • Christophe Baron Prize
      • AAWE Scholarships
      • AAWE Awards of Merits
    • Downloads
    • Contacts & Copyright
  • Journal
    • Online Journal Member Access
    • Online Journal Library Access
    • Editors
    • JWE – All Issues
    • Submission Guidelines
  • Working Papers
  • Meetings
    • 2023 Stellenbosch
    • 2022 Tbilisi
    • 2019 Vienna
    • 2018 Ithaca
    • 2017 Padua
    • 2016 Bordeaux
    • 2015 Mendoza
    • 2014 Walla Walla
    • 2013 Stellenbosch
    • 2012 Princeton
    • 2011 Bolzano
    • 2010 Davis
    • 2009 Reims
    • 2008 Portland
    • 2007 Trier
  • Membership
DONATE
  • Data
  • Jobs & Programs
  • Data
  • Jobs & Programs
Home
»
JWE-Articles
»
Journal of Wine Economics Volume 4 | 2009 | No. 1
»
Willingness to Pay for Sensory Properties in Washington State Red Wines

Willingness to Pay for Sensory Properties in Washington State Red Wines

Nan Yang, Jill J. McCluskey & Carolyn Ross
JEL Clasification: Q13, M31
Pages: 81-93
Abstract

In this article, we evaluate how sensory qualities of wine, such as astringency, bitterness, aroma, and flavor, affect consumers’ willingness to pay for wine. In order to accomplish this objective, we utilize data collected from untrained consumers, a trained panel, and laboratory measurements of tannin intensity. From this data, a consumer-preference model, a consumer-intensity model, a trained-panel model, and an instrumental-measurement model are estimated and compared. Overall, the consumer-preference model is the most accurate in predicting consumers’ willingness to pay. As expected, the closer a wine is to a consumer’s ideal, the more they are willing to pay. Astringency has a mostly positive effect, and bitterness has a negative effect. Comparing the accu- racy of the other models, the instrumental-measurement model is the next best, followed by trained-panel model, and the consumer-intensity model. This suggests that the instrumental mea- surements can be used as an effective alternative to trained panels. This is important because trained panels may be less practical to use on an ongoing basis.

Subscribe to our Email List

You can cancel your subscription at any time.
SUBSCRIBE HERE

Contact

AAWE
Economics Department
New York University
19 W. 4th Street, 6FL
New York, NY 10012, U.S.A.
Tel: (212) 992-8083
Fax: (212) 995-4186
E-Mail: karl.storchmann@nyu.edu

AAWE

Journal

Working Papers as a List

Membership

Videos

LINKS

Fifthsense

JWE at Cambridge University Press

Liquid Assets

Stuart Pigott

Privacy & Cookies Policy

Privacy Policy

Cookies Policy

Twitter Facebook-f Youtube

© AAWE 2021 - All rights reserved