Paper bag Quote by Mary Roach
““plays a game with his wine-marketing classes at Napa Valley College. The students, most of whom have several years’ experience in the industry, are asked to rank six wines, their labels hidden by—a nice touch here—brown paper bags. All are wines Wagner himself enjoys. At least one is under $10 and two are over $50. “Over the past eighteen years, every time,” he told me, “the least expensive wine averages the highest ranking, and the most expensive two finish at the bottom.””
About This Quote
Source Article: Wine Marketing Insights, 2019
Consumers often rate cheaper wines higher and expensive ones lower, suggesting price can bias perception.
In simple terms: Price influences taste judgments.
Key Takeaway
Beware of price bias.
Themes
consumer behavior
perception
marketing
Mood
analytical
curious
Type
observational
educational
When to use this quote
- wine tasting events
- product pricing
- advertising campaigns
Key Concepts
behavioral economics
price anchoring
Questions to Reflect On
- How does price affect your choices?
- Can you trust your palate over price?
A Different Perspective
Higher prices sometimes signal quality.
