Gergaud, Olivier; Livat, Florine - American Association of Wine Economists - AAWE - 2007
This article analyzes the way some 6,000 European wine consumers, both connoisseurs and non-connoisseurs, use a set of available signals (price, umbrella branding, goodwill, past consumption) to assess the quality of Bordeaux wines where price is the main source of information on quality....