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Expert and Peer Pressure in Food and Wine Tasting: Evidence from a Pilot Experiment

Author

Listed:
  • Paolo Buonanno

    (University of Bergamo, University of Padova, University of Brescia, University of London)

  • Giovanni Caggiano

    (University of Bergamo, University of Padova, University of Brescia, University of London)

  • Matteo Maria Galizzi

    (University of Bergamo, University of Padova, University of Brescia, University of London)

  • Leone Leonida

    (University of Bergamo, University of Padova, University of Brescia, University of London)

Abstract

We investigate experimentally the role of experts and peer pressure on food and wine tasting, in order to assess whether individual blind tasting might be affected and biased by the judgements expressed either by peer reviewers or by experts. We design and run a four-stages experiment in which 60 non-expert consumers are assigned to either a food or a wine treatment and, for either treatment, to a variant in which evaluation are announced either by peers or by experts. We find that, while peer pressure plays some role in food tasting, experts' opinions are significant in wine tasting.

Suggested Citation

  • Paolo Buonanno & Giovanni Caggiano & Matteo Maria Galizzi & Leone Leonida, . "Expert and Peer Pressure in Food and Wine Tasting: Evidence from a Pilot Experiment," Enometrica, Enometrica - Review of the Vineyard Data Quantification Society (VDQS) and the European Association of Wine Economists (EuAWE) - Macerata University, Faculty of Communications.
    • Handle: RePEc:mcr:jenome:wpaper00004
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    Cited by:

    1. Neuninger, Rosemarie & Mather, Damien & Duncan, Tara, 2017. "Consumer's scepticism of wine awards: A study of consumers’ use of wine awards," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 98-105.

    More about this item

    Keywords

    experimental economics; social pressure; wine and food tasting;
    All these keywords.

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco

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