TY - JOUR AB - Purpose The purpose of this paper is to examine the effect of extrinsic cues on wine consumer’s willingness to pay (WTP) based on a blind tasting experiment conducted in Hong Kong.Design/methodology/approach Using data from a three-stage blind wine tasting experiment, the authors examine how an average consumer’s WTP for a bottle of wine changes as a result of knowing prior to tasting extrinsic information such as the country of origin or grape variety of an otherwise identical product.Findings The findings of this study align with previous research that finds subjective utility experienced by tasters can be significantly influenced by the belief or information given prior to the tasting. Sub-group analysis using a stratified sample based on the frequency of wine consumption and the wine taster’s prior experience with wine (grouped into expert and novice categories) suggests that it is the novice consumers that have a stronger response to the pre-tasting knowledge when evaluating wine. Experienced wine consumers, on the other hand, do not seem to respond strongly to the pre-tasting knowledge of the extrinsic attributes in their evaluation of wine.Originality/value The studies of taste preference and role of extrinsic characteristics in wine evaluation and consumption in the rapidly growing Asian market is increasingly important for the wine industry. The evidence from this study suggests the importance for producers and marketers to consider consumer heterogeneity and product differentiation when pricing and distributing their wine. VL - 120 IS - 11 SN - 0007-070X DO - 10.1108/BFJ-01-2017-0041 UR - https://doi.org/10.1108/BFJ-01-2017-0041 AU - Lee Won Fy AU - Gartner William C. AU - Song Haiyan AU - Marlowe Byron AU - Choi Jong Woo AU - Jamiyansuren Bolormaa PY - 2018 Y1 - 2018/01/01 TI - Effect of extrinsic cues on willingness to pay of wine: Evidence from Hong Kong blind tasting experiment T2 - British Food Journal PB - Emerald Publishing Limited SP - 2582 EP - 2598 Y2 - 2024/05/10 ER -