Price information influences the subjective experience of wine: A framed field experiment |
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| Affiliation: | 1. Clinical Psychology and Psychotherapy, University of Basel, Missionsstrasse 62, Basel 4055, Switzerland;2. School of Psychology, The University of Sydney, Manning Road, Sydney 2050, Australia;3. School of Psychology, Plymouth University, Portland Square, Plymouth PL4, United Kingdom;1. Psychology Program, School of Social Sciences, Nanyang Technological University, Singapore, Singapore;2. Lee Kong Chian School of Medicine, Nanyang Technological University, Singapore, Singapore;3. Department of Psychology and Cognitive Science, University of Trento, Rovereto, Italy;1. Chemical Senses and Mental Health Lab, Department of Psychology, School of Public Health, Southern Medical University, Guangzhou, Guangdong, China;2. Department of Psychiatry, Zhujiang Hospital, Southern Medical University, Guangzhou, Guangdong, China;3. Guangzhou Social Welfare Institute, Guangzhou, Guangdong, China;1. Pulmuone Co., Ltd., Seoul, Republic of Korea;2. Department of Foods and Nutrition, Kookmin University, Seoul, Republic of Korea;1. Univ. Bordeaux, ISVV, EA 4577 ?nologie, F-33140 Villenave d’Ornon, France;2. INRA, ISVV, USC 1366 ?nologie, F-33140 Villenave d’Ornon, France;3. Univ. Bordeaux, GREThA, UMR CNRS 5113, F-33608 Pessac, France;4. Seguin Moreau, ZI Merpins, F-16103 Cognac, France;1. Department of Agricultural Sciences, University of Naples Federico II, 80055 Portici, Italy;2. Institut Paul Bocuse Research Centre, Ecully, France;3. Université de Lyon, Université Claude Bernard Lyon 1, Laboratoire P2S EA4129, Lyon, France;4. Nofima AS - Norwegian Institute of Food, Fisheries and Aquaculture Research, Aas, Norway |
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| Abstract: | Past experimental laboratory and correlational data from observational research has shown that knowledge of the price of wine influences the consumer’s subjective experience. However, there is limited prior research that has explicitly manipulated price information in a realistic wine tasting setting. A total of 140 participants tasted three different low-, mid- and high-priced wines with open, deceptive, or no price information and rated them for taste intensity and pleasantness. In our community sample, intensity of taste ratings for open, deceptive and blind price information reflected retail prices, thus more expensive wines were rated as more intense in taste. However, while pleasantness ratings did not differ for open and no price information, deceptive up-pricing of low-price wine significantly influenced ratings for pleasantness, whereas deceptive down-pricing of high-price wine had no effect on pleasantness ratings. Thus, pricing information differentially influences the consumer’s subjective experience of wine, with no effects on intensity of taste ratings and no effects on pleasantness ratings with correct or no price information, but increased pleasantness of low-price wine when provided with a deceptive higher price. Thus, in wine may lay the truth, but its subjective experience may also lie in the price. |
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| Keywords: | Wine perception Price information Consumer experience Framed field experiment |
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