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Anchoring in "Second Cheapest Wine"

by Charity-Joy Acchiardo

A short clip produced by the online entertainment company College Humor, is a spoof advertorial in which the narrator explains how to choose a bottle of wine and recommends the choice of “the second-cheapest wine”. As the video clip progresses, we see the waiter presenting a couple with a wine list, their choice of “the second cheapest wine”, as well as their non-expert reaction as they sample the wine: “Yep, it’s wine.” In the process of decision-making, individuals often rely on an initial piece of information in order to make subsequent judgements. This constitutes an anchoring bias and is particularly common when consumers do not have the necessary information or expertise to inform their decision. While a wine connoisseur’s frame of reference would perhaps consider the vineyard, varietal or year as well as price, in this case the anchor is simply the price of the cheapest wine.

Anchoring in "Second Cheapest Wine"

A spoof advertorial recommending the choice of the second-cheapest wine. In the process of decision-making, individuals often rely on an initial piece of information in order to make subsequent judgements. This constitutes an anchoring bias.

from Second Cheapest Wine (2012)
Creator: College Humor
Distributor: Big Breakfast
Posted by Charity-Joy Acchiardo
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