Redirigiendo al acceso original de articulo en 19 segundos...
ARTÍCULO
TITULO

Follow the leader: How expert ratings mediate consumer assessments of hedonic quality

D. Priilaid    
J. Feinberg    
O. Carter    
G. Ross    

Resumen

AbstractWithin the context of sighted wine appreciation, previous studies indicate that extrinsic cues like price and area-of-origin have a marked effect on the sighted ratings proffered by tasting experts. While these expert ratings are widely employed by the wine media as proxies of genuine quality, it remains uncertain whether such expert ratings, in turn, serve to influence the public in their own sighted assessments of wine quality. To determine the influence of the expert rating cue in the public?s sighted appreciation of wine, a tasting-room experiment was held in which 32 subjects assessed seven wines first blind and then sighted. During the sighted tasting the only (additional) cue-information made available was the expert rating conferred by the South African annual wine-guide known as John Platter. An interrogation of the resultant database of 224 paired blind and sighted wine assessments reveals the extent to which the expert rating cue consistently mediates the sighted appreciation of wine, this particularly within the younger, less experienced demographic. An examination of the meta-model?s driving coefficients suggests that in explaining sighted quality, expert ratings appear to operate at five times the strength of the original intrinsic (blind) assessment. For marketers, this finding suggests (1) that the promotion of this extrinsic cue be targeted more specifically at wine ?novices?, and (2) that this narrowing of marketing focus implies a more judicious and effective employment of media budgets.

 Artículos similares

       
 
Pilar Bernal, Idana Salazar and Pilar Vargas    
The study of firms? decisions on open innovation has recently attracted the attention of scholars studying the process that firms follow from closed to open models. Extant research has acknowledged that firms tend toward open innovation models and has id... ver más

 
Tita Rosita     Pág. 18 - 24
The Implementation of Early Childhood Education (ECD) is to optimally grow, develop and foster the full potential of early childhood. So it could form basic behaviors and abilities of children in accordance with the stage of development in favor of havin... ver más
Revista: Empowerment

 
Chandra Asri Windarsih     Pág. 25 - 29
Learning to read and write the Quran using the IQRO method has been used for a long time and applied to children. The basic reason is that with IQRO it is very easy for children to follow, the book is cheap consisting of six books that have a certain lev... ver más
Revista: Empowerment

 
Dedek Kumara     Pág. 63 - 87
Penelitian ini ingin melihat lebih jauh bagaimana perpustakaan daerah dapat meningkatkan pelayanannya terhadap masyarakat melalui pengembangan rencana strategis. Penelitian ini bertujuan untuk: (1) mengetahui kondisi lingkungan internal dan eksternal Per... ver más

 
Gülsah Atagan, Aylin Kavak     Pág. 194 - 223
In the study, the survey were applied to the work groups registered to the members of Chamber of Certified Public Accountants in Aydin. 193 members of the profession were reached. Their ideas were consulted about fraud auditing and forensic accounting. I... ver más