The Price of Wine: Women more elastic tastes than Men

This from Reuters:

“How much does the price of a bottle of wine matter? Quite a lot – to women.

Researchers from the Stockholm School of Economics and Harvard University set out to determine whether knowing how much a bottle of wine cost would affect what people thought of the taste.

They found that disclosing the expensive price of a wine before people tasted it produced considerably higher ratings, although only from women.

“I was surprised. The men didn’t seem to be affected by the price. It might be the way men relate to wine. But the women reacted very strongly to a high price,” said Johan Almenberg, who with co-researcher Anna Dreber of the Stockholm School of Economics and Harvard, conducted the study among 266 volunteers in Boston.”

Why would this be? Is it possible that women are more impressed by status which is why they seem to be more interested in designers. Maybe, Maybe not. Interesting none the less.

The link is here.

~PCCapitalist

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Published in: on May 7, 2009 at 12:43 pm  Comments (1)  
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  1. […] pccapitalist put an intriguing blog post on The Price of Wine: Women more elastic tastes than Men « The Public …Here’s a quick excerptThey found that disclosing the expensive price of a wine before people tasted it produced considerably higher ratings, although only from women. “I was surprised. The men didn’t seem to be affected by the price. … […]


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