Boston Gal's Open Wallet

One of the implications of Shiv's experiment is that it's possible to make a product more "effective" by increasing its price. A good marketing campaign can have a similar effect, as it instills consumers with lofty expectations about the quality of the product. For instance, Shiv cites research showing that cars made in the same factory, with the same parts, but sold under different brand names (such as Toyota and Geo) receive markedly different reliability ratings from consumers. When we drive a car with a less exalted brand name, we are more likely to notice minor mechanical problems.

Expectations can even play havoc with experts. A few years ago, Frederic Brochet, a cognitive psychologist at the University of Bordeaux, conducted a rather mischievous experiment. He invited 54 experienced wine tasters to give their impressions of a red wine and a white wine. Not surprisingly, the experts described the wines with the standard set of adjectives: the red wine was "jammy" and full of "crushed red fruit." The white wine, meanwhile, tasted of lemon, peaches, and honey. The next day, Brochet invited the wine experts back for another tasting. This time, however, he dyed the white wine with red food coloring, so that it looked as if they were tasting two red wines. The trick worked. The experts described the dyed white wine with the language typically used to describe red wines. The peaches and honey tasted like black currants.

According to Brochet, the lesson of his experiment is that our experience is the end result of an elaborate interpretive process, in which the brain parses our sensations based upon our expectations. If we think a wine is red, or that a certain brand is better, then we will interpret our senses to preserve that belief. Such distortions are a fundamental feature of the brain.