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Is the Second-Cheapest Wine a Rip-Off? Economics vs. Psychology in Product-Line Pricing

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  • de Meza, David
  • Pathania, Vikram

Abstract

The standard economic analysis of product-line pricing by Mussa and Rosen (1978) implies that higher-quality varieties command higher absolute mark-ups. It is widely claimed that this property does not apply to wine lists. Restaurateurs are believed to overprice the second-cheapest wine to exploit naïve diners embarrassed to choose the cheapest option. This paper investigates which view is correct. We find that the mark-up on the second cheapest wine is significantly below that on the four next more expensive wines. It is an urban myth that the second-cheapest wine is an especially bad buy. Percentage mark-ups are highest on mid-range wines. This is consistent with the profit-maximising pricing of a vertically differentiated product line with no behavioral elements, although other factors may contribute to the price pattern.

Suggested Citation

  • de Meza, David & Pathania, Vikram, 2021. "Is the Second-Cheapest Wine a Rip-Off? Economics vs. Psychology in Product-Line Pricing," Working Papers 321852, American Association of Wine Economists.
    • Handle: RePEc:ags:aawewp:321852
    DOI: 10.22004/ag.econ.321852
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    References listed on IDEAS

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    1. Simonson, Itamar, 1989. "Choice Based on Reasons: The Case of Attraction and Compromise Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(2), pages 158-174, September.
    2. David A. Jaeger & Karl Storchmann, 2011. "Wine Retail Price Dispersion in the United States: Searching for Expensive Wines?," American Economic Review, American Economic Association, vol. 101(3), pages 136-141, May.
    3. Goldstein, Robin & Almenberg, Johan & Dreber, Anna & Emerson, John W. & Herschkowitsch, Alexis & Katz, Jacob, 2008. "Do More Expensive Wines Taste Better? Evidence from a Large Sample of Blind Tastings," Journal of Wine Economics, Cambridge University Press, vol. 3(1), pages 1-9, April.
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    1. de Meza, David & Pathania, Vikram, 2021. "Is the second-cheapest wine a rip-off?," Economics Letters, Elsevier, vol. 205(C).

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