Priilaid, David; Sevenoaks, Michael; Aitken, Ryan; … - In: International Journal of Wine Business Research 25 (2013) 2, pp. 108-124
Purpose – Proceeding from studies that, at a general level, identify the extrinsic price cue as a mediator between a wine's perceived and intrinsic merit, the authors aim to report on a tasting‐room experiment conducted to determine the impact of the price cue on sighted ratings across...