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Is the second-cheapest wine a rip-off?

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  • de Meza, David
  • Pathania, Vikram

Abstract

The second-cheapest bottle on a restaurant wine list is widely thought to be priced to exploit naïve diners embarrassed to choose the cheapest option. This paper investigates whether this behavioral theory holds empirically. We find that the mark-up on the second-cheapest wine is significantly below that on the four next most expensive wines. It is therefore an urban myth that the second-cheapest wine is an especially bad buy.

Suggested Citation

  • de Meza, David & Pathania, Vikram, 2021. "Is the second-cheapest wine a rip-off?," Economics Letters, Elsevier, vol. 205(C).
    • Handle: RePEc:eee:ecolet:v:205:y:2021:i:c:s0165176521002421
    DOI: 10.1016/j.econlet.2021.109965
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    References listed on IDEAS

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    1. Mussa, Michael & Rosen, Sherwin, 1978. "Monopoly and product quality," Journal of Economic Theory, Elsevier, vol. 18(2), pages 301-317, August.
    2. David A. Jaeger & Karl Storchmann, 2011. "Wine Retail Price Dispersion in the United States: Searching for Expensive Wines?," American Economic Review, American Economic Association, vol. 101(3), pages 136-141, May.
    3. de Meza, David & Pathania, Vikram, 2021. "Is the Second-Cheapest Wine a Rip-Off? Economics vs. Psychology in Product-Line Pricing," Working Papers 321852, American Association of Wine Economists.
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    JEL classification:

    • J1 - Labor and Demographic Economics - - Demographic Economics

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