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- W2308281692 abstract "This study is an extension of our earlier work in an Australian setting aimed at exploring the way the price of wine (an objective characteristic) influences willingness to pay (WTP) and appreciation (see Lewis & Zalan, 2014). The key conclusions from the Lewis and Zalan (2014) study were that for non-expert wine drinkers (1) there is no relationship between intrinsic wine character and enjoyment (individuals rated the same wines quite differently) and (2) price influences both appreciation of wine and WTP, but the latter more strongly. For this study we conducted a wine tasting experiment at the Burgundy School of Business with two experimental groups: (1) English-language program students in the Master of Wine Business and Master of Wine Management programs and (2) students in the Frenchlanguage program CIVS (Commerce International des Vins et Spiritueux), the leading postgraduate wine business program in France. The experiment was different from the Australian study in a number of important ways. The composition of the tasting groups differed in that the students were knowledgeable about wine, all having achieved WSET level 2 as well as nearing completion of post-graduate wine business programs. A second difference was that the price manipulation was slightly modified and the protocol was refined in several ways: a strict WSET tasting procedure was adopted and the manipulation was strengthened by relabelling bottles so that as participants poured the wines into their glasses they could fully engage with the objective characteristics. The experiment was structured in two rounds. In Round 1 (Can you identify the Village Appellation?), the participants were asked to identify the Village appellation of three red Burgundies. The bottles were masked, but the three different appellations and producers were shown on the tasting sheet. Participants were asked to provide their ratings (on a scale of 1-6) and indicate their willingness to pay for the wine. The primary purpose of Round 1" @default.
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- W2308281692 date "2014-01-01" @default.
- W2308281692 modified "2023-09-24" @default.
- W2308281692 title "Do the French have superior palates … but no better sense of value? An experimental study" @default.
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