Consumatori con la vista debole – Shortsighted consumers

A feature on consumers’ perception of the price of wine, trying to put light on the dramatic increase on the price of wine the Italian market has experienced lately. Written by Slawka G. Scarso. First published in Bibenda – October-November 2004

INCIPIT

When talking about prices, consumers appear to be short-sighted.
More to the point, talking about the price of wine means talking about the perception of price we have, and it’s easy to represent this perception through the sense we all consider to have perfectly tamed. That is sight.
How does the consumer “see” price? And how sensitive is he to this element, bearing in mind that sensitivity is measured as the range between a minimum and a maximum price considered as acceptable for a bottle of wine?
...