Perceived Quality of Wine and Price Points
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Knowing the price of wine is less likely to make men prefer it when compared with a cheaper alternative than it is for women, according to research.
Reuters reports the findings of Harvard University and the Stockholm School of Economics, which examined how people rate wines of higher and lower prices.
When they told participants the cost of the higher-priced wine before the tasting, it was seen to elicit higher rankings from female participants.
However, men were less likely to rate the wine more favourably due to the extra knowledge about its shelf price.
When prices were not known, however, the researchers found that most people preferred the cheaper wines to their more expensive counterparts.
Harvard University's Johan Almenberg tells Reuters that the findings reflect other areas of day-to-day life which may be linked to the evolutionary process.
For instance, he points out that women may be more likely to look upon a man favourably due to the size of his pay packet than would be the case for a man judging a woman.
The figures could be particularly interesting for households whose female members buy most of the wine consumed.
Research published following the trade show Vinexpo revealed that as many as eight in ten bottles of wine purchased from major stores are selected by female shoppers.