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Working Papers
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Taste Testing of Wine by Expert and Novice Consumers in the Presence of Variations in Quality, Brand and Country of Origin Cues

Working Paper No. 66

Published: 2010
Category:
Business

Taste Testing of Wine by Expert and Novice Consumers in the Presence of Variations in Quality, Brand and Country of Origin Cues

Anthony Pecotich & Steven Ward
Full Text PDF
Abstract

The findings of an experimental study exploring the taste testing of wine with varying degrees of expertise and in the presence of variations in quality, brand and country of origin (COO) cues are reported. Novices experienced difficulty in evaluating quality and even when detecting a quality difference were unable to assign an intelligent meaning to that difference. Experts did use physical quality and price evaluations, but in a complex and unexpected manner. Novices were found to use brand name in a limited fashion and relied mainly on COO information. The results demonstrated the importance of the extrinsic cues for both novices and experts. Surprisingly, there was no clear evidence of domestic preference.

Submission

Please send your papers as PDF files to the editor, Victor Ginsburgh, at vginsbur@ulb.ac.be
Papers will be quickly reviewed, prior to potential posting on the website. Decision will be to post or not, possibly with short comments, but without referee reports. The decision will be based primarily on the suitability of the paper’s topic to the aims of the Association.
Such decisions are independent of publication decisions for the Journal of Wine Economics.

Working Paper publication requires that at least one author
is a regular member of AAWE.

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