Why labels work (if you’re not paying attention)

This idea is not new. Study after study reveals so-called connoisseurs are easily fooled by the context of the experience, whether that’s wine experts served cheap wine in expensive looking bottles, or art historians fooled by forgeries with convincing paperwork. But it makes for a cracking overview:

What does it mean for wine that presentation so easily trumps the quality imbued by being grown on premium Napa land or years of fruitful aging? Is it comforting that the same phenomenon is found in food and classical music, or is it a strike against the authenticity of our enjoyment of them as well? How common must these manipulations be until we concede that the influence of the price tag of a bottle of wine or the visual appearance of a pianist is not a trick but actually part of the quality?

Read the article here.

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Why labels work (if you’re not paying attention)