The purpose of Study 2 was designed to retest the
hypotheses and the corresponding behavioral outcomes
for a different product: wine. Wine was chosen
because it represents a natural fit to the bidding process,
and local and organic wines are becoming more
available in the United States.
Participants and Survey Study Procedures
Individuals (ages 21 and over) were recruited in the
same geographic area at a winery, retail wine store,
and restaurant. Eighty-four individuals participated
in both phases of the study (53 percent males, 47
percent females; Mage = 42 years; Mincome = $69,250,
with 78 percent having earned a college degree). The
average number of years respondents reported consuming
wine was 21, and the average number of
bottles (750 ml) purchased per respondent was one
per month, with $15.88 per bottle the average spent
on wine.