Session Third Party Reviews, Hedonic Evaluation and Price Premium. Are All Consumers Alike?

We analyse the different effects that TPRs have on consumers’ hedonic evaluation of wines and the willingness to pay a higher price above their common price range. Through a wine tasting between-subjects experiment, we show that TPRs have a positive and direct influence both on hedonic evaluations and price premium, and that this effect is stronger in variety seekers and less involved wine purchasers.