A rose by any other name might smell as sweet, but slap on a hefty price tag, and our opinion of it might go through the roof. At least that's the case with the taste of wine, say scientists from the California Institute of Technology and Stanford University.I think the same thing must be true of clothes. There's simply no other reason to spend $140 (or more!) on a pair of jeans. And don't get me started on the purses.
Antonio Rangel, an associate professor of economics at Caltech, and his colleagues found that changes in the stated price of a sampled wine influenced not only how good volunteers thought it tasted, but the activity of a brain region that is involved in our experience of pleasure. In other words, "prices, by themselves, affect activity in an area of the brain that is thought to encode the experienced pleasantness of an experience," Rangel says.
Tuesday, January 15, 2008
Price Influences Perception
This surprises me not at all.