Expert Opinion and the Demand for Experience Goods: An Experimental Approach in the Retail Wine Market
通过零售现场实验，发现专家评分标签显著影响葡萄酒需求：低分酒需求下降，中高分酒需求上升，表明专家意见传递质量信息而非仅增加可见性。
The effect of expert opinion on demand for experience goods is difficult to quantify, as the relationship between purchases and reviews may be driven by product quality. Further, it is unclear whether a review-based demand effect is due to providing quality or existence information. Using a retail field experiment to overcome these obstacles, we find a significant positive average consumer response to expert opinion labels for wine. Demand decreases for low-scoring wines and increases for wines scoring average or higher. Results indicate that expert opinion labels transmit quality information as opposed to solely shelf visibility. © 2011 The President and Fellows of Harvard College and the Massachusetts Institute of Technology.