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Products and Prejudice: Measuring Country-of-Origin Bias in U.S. Wine Imports

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Executive Summary

Should exporters worry about country-of-origin bias? Although the pervasiveness of country-level product advertising suggests that they do, lack of data has limited the empirical study of subjective bias toward products from a specific country. Using data from the U.S. wine industry, including numerical blind tasting evaluations, this paper directly computes the impact of country-of-origin bias upon wine import prices.

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