I never would have thought it to be true, but Sara sent me a link tonight, where a study has concluded that slapping on a higher price makes wine taste better (PDF).
A $90 wine was provided marked with its real price and again marked $10, while another was presented at its real price of $5 and also marked $45.
The testers’ brains showed more pleasure at the higher price than the lower one, even for the same wine, Rangel reports in this week’s online edition of Proceedings of the National Academy of Sciences.
I am a wine drinker and I would like to think that I’m a rather selective one and that I never let the price worry me. I’m more about the wine itself. It’s body, flavor and aroma.
If a cheap bottle tastes good, I like it. If it’s crap and expensive, I like to think I’d call it as it is.
Slapping a high price tag on a crap cheap wine should not make me think it’s nice. Right?
The funny thing about this is that it’s not just wine that sees this “price to pleasure” response.
I see it every day in the technology world.
It’s full of pompous idiots who only purchase the most expensive items because they believe that expense equates to quality. Windows Vista Ultimate anybody?
Or how about Mac users? I’m not bashing Mac, but I am certain that among the legion vast of Mac users there are very many presumptuous gits who bought Mac because it was the most expensive.
I have friends who when choosing upgrades for their system cannot be convinced that a higher price tag does not mean a better product and end up forking out extortionate amounts of money for poor, or at least not best of breed equipment.
You’ll find examples of this in every situation where you have multiple choice for multiple price.
It’s unfortunate but some of us are just snobs!
Thankfully, those of us that aren’t will have more money to spend on the better things in life. 🙂