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—Wine Journalism—Marketing or Consumers' Guide?

  • Øyvind Horverak


    (The Norwegian Institute for Alcohol and Drug Research, 0105 Oslo, Norway)

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    This article explores some aspects of wine journalism in Norwegian newspapers. Two issues are discussed: First, are wine sales influenced by wine journalists' reviews? Second, do experts agree on what makes a good wine buy? The results show that wine sales are indeed significantly influenced by the judgements of wine critics; a 10% rise in newspapers' scores in Norway was accompanied by an average increase of 16%–18% in sales figures for table wines. The effect of wine reviews varied somewhat from newspaper to newspaper. It proved difficult to establish criteria for a good wine buy that are objective and independent of the person making the judgement. The journalists gave no unanimous recommendation of good wine buys to the consumers; the same wine could get good reviews in some papers and might well receive run-of-the-mill reviews in others. However, a majority of the reviewers seemed to agree in the ranking of most of the wines, even if the absolute value of the scores differed.

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    Article provided by INFORMS in its journal Marketing Science.

    Volume (Year): 28 (2009)
    Issue (Month): 3 (05-06)
    Pages: 573-579

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    Handle: RePEc:inm:ormksc:v:28:y:2009:i:3:p:573-579
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    1. Gavan J. Fitzsimons & Donald R. Lehmann, 2004. "Reactance to Recommendations: When Unsolicited Advice Yields Contrary Responses," Marketing Science, INFORMS, vol. 23(1), pages 82-94, September.
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    3. John G. Lynch , Jr. & Dan Ariely, 2000. "Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution," Marketing Science, INFORMS, vol. 19(1), pages 83-103, April.
    4. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. " The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Oxford University Press, vol. 9(2), pages 132-40, September.
    5. Halvorsen, Robert & Palmquist, Raymond, 1980. "The Interpretation of Dummy Variables in Semilogarithmic Equations," American Economic Review, American Economic Association, vol. 70(3), pages 474-75, June.
    6. Jeffrey S. Simonoff, 2003. "An Empirical Study of Factors Relating to the Success of Broadway Shows," The Journal of Business, University of Chicago Press, vol. 76(1), pages 135-150, January.
    7. Holbrook, Morris B, 1999. " Popular Appeal versus Expert Judgments of Motion Pictures," Journal of Consumer Research, Oxford University Press, vol. 26(2), pages 144-55, September.
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