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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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2021
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| Online Access: | https://hdl.handle.net/10356/152486 |
| _version_ | 1826127082118184960 |
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| author | Setoh, Peipei Esposito, Gianluca |
| author2 | School of Social Sciences |
| author_facet | School of Social Sciences Setoh, Peipei Esposito, Gianluca |
| author_sort | Setoh, Peipei |
| collection | NTU |
| description | 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. |
| first_indexed | 2024-10-01T07:02:56Z |
| format | Journal Article |
| id | ntu-10356/152486 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T07:02:56Z |
| publishDate | 2021 |
| record_format | dspace |
| spelling | ntu-10356/1524862023-03-05T15:33:59Z Determinants of liking : a call for multilevel assessment of wine preferences – a commentary on Werner and colleagues 2021 Setoh, Peipei Esposito, Gianluca School of Social Sciences Lee Kong Chian School of Medicine (LKCMedicine) University of Trento, Italy Social sciences::Psychology Science::General Emotions Consumer Wine Preferences Pricing Signalling 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. Accepted version 2021-08-23T08:42:16Z 2021-08-23T08:42:16Z 2021 Journal Article Setoh, P. & Esposito, G. (2021). Determinants of liking : a call for multilevel assessment of wine preferences – a commentary on Werner and colleagues 2021. Food Quality and Preference, 94, 104317-. https://dx.doi.org/10.1016/j.foodqual.2021.104317 0950-3293 https://hdl.handle.net/10356/152486 10.1016/j.foodqual.2021.104317 2-s2.0-85112008060 94 104317 en Food Quality and Preference © 2021 Elsevier Ltd. All rights reserved. This paper was published in Food Quality and Preference and is made available with permission of Elsevier Ltd. application/pdf |
| spellingShingle | Social sciences::Psychology Science::General Emotions Consumer Wine Preferences Pricing Signalling Setoh, Peipei Esposito, Gianluca Determinants of liking : a call for multilevel assessment of wine preferences – a commentary on Werner and colleagues 2021 |
| title | Determinants of liking : a call for multilevel assessment of wine preferences – a commentary on Werner and colleagues 2021 |
| title_full | Determinants of liking : a call for multilevel assessment of wine preferences – a commentary on Werner and colleagues 2021 |
| title_fullStr | Determinants of liking : a call for multilevel assessment of wine preferences – a commentary on Werner and colleagues 2021 |
| title_full_unstemmed | Determinants of liking : a call for multilevel assessment of wine preferences – a commentary on Werner and colleagues 2021 |
| title_short | Determinants of liking : a call for multilevel assessment of wine preferences – a commentary on Werner and colleagues 2021 |
| title_sort | determinants of liking a call for multilevel assessment of wine preferences a commentary on werner and colleagues 2021 |
| topic | Social sciences::Psychology Science::General Emotions Consumer Wine Preferences Pricing Signalling |
| url | https://hdl.handle.net/10356/152486 |
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