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May 13, 2026Review of Behavioral Economics

Beyond the medals: an experimental analysis of consumer preferences for wines judged by experts

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Authors

MDMagalie DuboisJDJuliette Passebois DucrosYLYilong Liang

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Overview

Lab experiment reveals disconnect between expert wine classifications and consumer preferences, suggesting flaws may not deter market viability.

Key Points

  • This research aims to explore the relationship between professional expert judgments and consumer preferences in the wine market.
  • Conducted a lab experiment with 125 participants
  • Evaluated wines categorized as gold medal, non-medalists, and disqualified due to sensory flaws
  • Accessed confidential data from a major wine competition
  • Found substantial divergence between expert judgments and consumer preferences
  • Consumers often overlook flaws deemed severe enough for disqualification by experts
  • Expert-based quality signals do not always align with consumer hedonic valuation

Cite This Study

Dubois et al. (2026) studied this question.

synapsesocial.com/papers/6a03cbbe1c527af8f1ecf765https://doi.org/10.1108/rbe-12-2025-0236
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Also Consider

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