Yang, Nan; McCluskey, Jill J.; Ross, Carolyn - In: Journal of Wine Economics 4 (2009) 01, pp. 81-93
In this article, we evaluate how sensory qualities of wine, such as astringency, bitterness, aroma, and flavor, affect consumers' willingness to pay for wine. In order to accomplish this objective, we utilize data collected from untrained consumers, a trained panel, and laboratory measurements...