It’s no surprise that most of us will adjust our own expressed views to those around us. If your friends are raving about the meal you all just ate, you might tend to go with the flow rather […]
Imagine that you are shopping for a few bottles of wine for your next dinner party. You probably aren’t going to buy from the cheapest selections. You don’t want your guests to think you are a cheapskate, or that you have such a low opinion of them that you’d serve them plonk. Besides, you are a Neuromarketing reader, and you know that real quality aside, wines we think are expensive taste better. Most likely, you’ll move away from the cheap stuff and opt for something mid-priced. And, if your guests are particularly important to you, you may choose an even more expensive wine.
Well, there’s good news for wine lovers on a tight budget: it turns out that expensive wine doesn’t always taste better. Peter Martin of the Canberra Times sent a link to an article he wrote with some findings that will surprise a few of you. Can you guess the one circumstance when expensive wine doesn’t beat the cheap stuff? […]
For Neuromarketing readers, it’s not big news that the perception of wine drinkers is altered by what they know about the wine (see Wine and the Spillover Effect, for example). Now, researchers at Stanford and Caltech have demonstrated that people’s brains experience more pleasure when they think they are drinking a $45 wine instead of a $5 bottle – even when it’s the same stuff. The important aspect of these findings is that people aren’t rationalizing on a survey, i.e., reporting that a wine tastes better because they know it’s a lot more expensive. Rather, they are actually experiencing a tastier wine. […]
Wine and coffee seem to be common topics here at Neuromarketing. Perhaps it’s because I enjoy both, but also because each of these beverages comes in an infinite variety of flavors and is available in varied methods of delivery. We’ve learned that the coffee sensory experience is greatly influenced by the coffee shop environment and that wine thought to be from California has a more positive influence on diners than the same wine attributed to North Dakota. Of the two products, wine tasting seems even more subjective – magazines and bloggers alike publish detailed tasting notes on wines ranging in cost from $2 to $200 (or more) per bottle, and often reach quite different conclusions. Some of the research on wine tasting has big implications for marketers, because it shows how often consumer perceptions of a product are influenced by factors other than the product itself. […]