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Erring Experts? A Critique of Wine Ratings as Hedonic Scaling

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  • Marks, Denton

Abstract

Consumers use expert ratings to help choose wine, and economists find correlations between ratings and transaction prices. Rating scales resemble hedonic scales in the behavioral sciences, which suffer from an “intersubjectivity” problem. Taste is a private sensation; people taste differently (an external validity problem), so ratings are often unreliable hedonic markers of enjoyment. But why? Hedonic measurements from food science (“general Labeled Magnitude Scales”) attempt to adjust for differences in perceived sensory sensitivity and offer clues. Resulting insights illustrate wine ratings’ shortcomings as reliable guides to enjoyment. (JEL Classifications: C14, D12, D91, L15, L66)

Suggested Citation

  • Marks, Denton, 2020. "Erring Experts? A Critique of Wine Ratings as Hedonic Scaling," Journal of Wine Economics, Cambridge University Press, vol. 15(4), pages 386-393, November.
    • Handle: RePEc:cup:jwecon:v:15:y:2020:i:4:p:386-393_4
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    Cited by:

    1. Gergaud, Olivier & Ginsburgh, Victor & Moreno-Ternero, Juan D., 2021. "Wine Ratings: Seeking a Consensus among Tasters via Normalization, Approval, and Aggregation," Journal of Wine Economics, Cambridge University Press, vol. 16(3), pages 321-342, August.

    More about this item

    JEL classification:

    • C14 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Semiparametric and Nonparametric Methods: General
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco

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