You really like my limousine

You like the way the wheels roll.

You like my seven inch leather heels

and coming to all of the shows.

But…

Do you love me?

– KISS, Do You Love Me (from Destroyer, 1976)

The American Association of Wine Economists has released another working paper, which often is great fodder for wine-related discussion, unless of course you want to talk about the wine itself.  And it might piss some women wine lovers off…

This particular working paper, No. 25, is titled “WHEN DOES THE PRICE AFFECT THE TASTE? RESULTS FROM A WINE EXPERIMENT” and details an experiment performed on approximately 130 people (average age: 29) to measure how knowledge of a price of a bottle of wine impacts people’s perception of that wine (good or bad).  The experiment gave three different scenarios to the subjects:

1. Taste then Rate the wine with no price info. given (control).
2. Give the Price, taste, then rate the wines.
3. Taste the wine, give the price, then rate the wine.

There were some interesting findings from this little study, including a reinforcement of the subjective nature of tasting wine:

“Objective measures of wine quality are not easily defined, and consumer tastes with regard to wine are highly heterogeneous…”

as well as what seems like the AAWE’s obligatory dig at professional wine tasters and judges (they love to do this, I think):

“Tasters are only marginally better than a random guess at distinguishing vintage years from non-vintage years from the same vineyard, or reserve bottlings from regular bottlings from the same vineyard and year, despite very large differences in price.”

and an underscoring of a not-so-revolutionary finding that seems to have been proven for nearly any kind of marketed consumer good:

“…extrinsic information provided prior to first-hand experience with the good in question has a significant effect of how the good is experienced, whereas extrinsic information provided after the experience does not.”

WARNING: Some women may want to stop reading at this point.

The most interesting finding was the gender bias that the AAWE claims resulted during the study.

“…an expensive wine gets considerably higher ratings when tasters are informed about the high price before tasting, relative to tasting “blind” – but only from female tasters. By contrast, women that taste the wine before being told the price do not assign significantly higher ratings, suggesting that once they form a first-hand opinion the attribute information has little effect.”

It seems that some women at least think that they prefer expensive wine, even if the wine they’re given is not really expensive.  In other words, Chicks dig pricey wine (even if it’s not really pricey)!

The finding is interesting but I’m guessing it would hardly prove a revelation to any guy who has ever lied to a date about the price of wine and dinner.

Now, I know what some of you guys are probably thinking.

“Egads!  Does she really love me, or just my expensive wine?!??”

Take heart, guys – the wine doesn’t have to really be expensive, she just needs to think that it’s expensive!

But seriously, before any wineries out there up their prices, put a picture of a shirtless hot guy on the label, and contact their marketing department to start running commercials during Desperate Housewives – you all need to know a few things about this AAWE study.

As far as I’m concerned, the study isn’t scientifically reliable, and supports no real conclusions, until such time as it’s repeated (possibly with larger & larger subject groups). Otherwise, it’s just guessing based on a very small sample size.

So – guys with deep pockets and deep cellars, don’t dump your better halves just yet.  Because chances are they are really just that – your better halves!

Cheers!

(images: hollywood-elsewhere, wine-economics.org)