Money where your mouth is

A new survey shows that women prefer wines they know to be more expensive.

by: Cathrine Shone: Food24 | 17 Jun 2009

Do women have expensive taste? Darn right!

According to research by the Stockholm School of Economics and Harvard University women attach more value to pricey bottles of wine than the actual taste.

Research showed that disclosing the price of the wine before it was tasted generally resulted in much higher wine ratings.

During the study conducted by Johan Almenberg of Harvard University, 266 volunteers in Boston, US were asked to taste one of two Portuguese red wines, one costing five US dollars (R40) while the other cost US40 (R322).

One-third of the volunteers were told the price before the tasting while other volunteers learned the price afterwards.

Women appeared to give far higher ratings when they were told that what they were about to drink was expensive.

Men did not seem that affected by the price, they appeared to go more on taste. But women certainly seemed affected by the price – and this impacted on their wine rating.

Interestingly enough though, in a blind tasting both sexes gave higher ratings for the cheaper wine than for the more expensive wine.

Almenberg said the impact of pricing on women could be "something evolutionary".

"If you look for what women find attractive in a man, the pay cheque is probably not that important for either sex, but a lot of women attach more importance to that than men do," he said.

Did somebody really just say "gold-digger?"

What do you think? Right on the money or downright rubbish?

- None


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