Unless you are also one of those that have the belief that the higher the cost, the better the quality, you can pay much less for a wine that others pay more the same wine to back up their belief.
Researchers at the Stanford Graduate School of Business and the California Institute of Technology found that because people expect wines that cost more to be of higher quality, they trick themselves into believing the wines provide a more pleasurable experience than less expensive ones.
Twenty persons were given the same wine but with different price tags. The report astonishingly revealed that the high price tagged wines are said to taste better. What a crazy idea!
Our physiology plays a part in this belief. The medial orbitofrontal cortex in our brain registers our expectation independent of our brain that interprets taste is not affected.I have tasted wines but they were all cheap and also really packs no punch.
"We have known for a long time that people's perceptions are affected by marketing, but now we know that the brain itself is modulated by price," said Baba Shiv, an associate professor at the Stanford Graduate School of Business, and one of the authors of the study.
Source: Reuters
No comments:
Post a Comment