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How price-effects accrue with product experience and expertise

机译：产品经验和专业知识如何产生价格效应

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Attempting to understand how blind and sight-based judgements are variously mediated by degrees of experience and expertise, this study asks two questions. First: with increasing product familiarity, when do our associative processes begin to twin price with quality so that ultimately the price-cue is employed as a proxy for genuine quality? Second: how might the strength of this price-cue association vary across bands of relative expertise? To address these questions, we report on a blind-versus-sighted cheddar cheese tasting-room experiment to model reported utility in the presence of price information. Eight cheeses are tasted by 127 subjects and regression models estimate significant price-effects across bands of both (1) self-confessed expertise (novice, intermediate, expert) and (2) consumption experience (measured over years). In both instances of increasing expertise and experience, sight-based assessments become more correlated with price. This confirms a process of cue-conditioning. Thus, while cheaper cheddars are preferred by novices, when in the presence of price information, more experienced subjects express increasing preference for more expensive cheddars. With increasing years of experience (though not expertise) price information receptivity also appears to be built into how we taste blind; suggesting some alternate process of acquired price learning. (C) 2015 Elsevier Ltd. All rights reserved.
机译：试图了解盲人和视力的判断是如何由经验和专业程度来介导的，这项研究提出了两个问题。第一：随着产品熟悉度的提高，我们的关联流程何时会开始将价格与质量配对，从而最终将价格提示用作真正质量的代理？第二：这种价格线索关联的强度在各个相对专业领域之间会如何变化？为了解决这些问题，我们报告了一个对切达干酪盲目对比的品尝室实验，以在存在价格信息的情况下对报告的效用进行建模。共有127位受试者品尝了八种奶酪，并且回归模型估计了（1）自我承认的专业知识（新手，中级，专家）和（2）消费经验（以年为单位）的不同范围内的显着价格影响。在专业知识和经验不断增加的情况下，基于视觉的评估与价格之间的联系越来越紧密。这证实了提示条件的处理。因此，尽管新手更喜欢便宜的切达干酪，但是当存在价格信息时，经验更多的受试者表示对更昂贵的切达干酪的偏好增加。随着多年经验的积累（虽然不是专业知识），价格信息的接受度似乎也已成为我们盲目品味的基础。建议获取价格学习的一些替代过程。 （C）2015 Elsevier Ltd.保留所有权利。

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