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The impact of information on wine auction prices: results of an experiment


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  • Sébastien LECOCQ
  • Thierry MAGNAC
  • Marie-Claude PICHERY
  • Michael VISSER


This paper reports the results of an experimental wine auction. Participants of the experiment were randomly assigned to three rooms. In each room four wines had to be evaluated, but the level of information to which participants had access differed across rooms. After the evaluations, the wines were sold sequentially, by four separate Vickrey auctions with secret reservation prices. We find that certain socio-economic characteristics such as gender, income and consumption habits, have a significant impact on the willingness to pay for wine, while others such as age and nationality, do not. We also find that once individuals have read the label characteristics and extracts from wine guides, the taste of the wines does not have an additional impact on willingness to pay. Conversely, if individuals who have only tasted the wines blindly are informed about the wine characteristics and opinions from experts, their willingness to pay increases substantially.

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Bibliographic Info

Article provided by ENSAE in its journal Annals of Economics and Statistics.

Volume (Year): (2005)
Issue (Month): 77 ()
Pages: 37-57

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Handle: RePEc:adr:anecst:y:2005:i:77:p:05

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Cited by:
  1. Boom, Anette, 2004. ""Download for Free" - When Do Providers of Digital Goods Offer Free Samples?," Discussion Paper Series of SFB/TR 15 Governance and the Efficiency of Economic Systems, Free University of Berlin, Humboldt University of Berlin, University of Bonn, University of Mannheim, University 70, Free University of Berlin, Humboldt University of Berlin, University of Bonn, University of Mannheim, University of Munich.
  2. Schmit, Todd M. & Taber, John T. & Rickard, Bradley J., 2012. "Consumer valuation of environmentally friendly production practices in wines considering asymmetric information and sensory effects," Working Papers, Cornell University, Department of Applied Economics and Management 128813, Cornell University, Department of Applied Economics and Management.


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