Pleasure At A High Price

SS Member Image By drodriguez 01.22.08
Pleasure At A High Price
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Do you think your taste buds could distinguish between a $10 bottle of wine and a $100 bottle of wine? Which do you think you would enjoy most? California researchers are probably willing to bet you would go for the higher priced wine no matter what.

A recent study published in the Proceedings of the National Academy of Sciences reports that a person’s expectations of quality automatically triggers activity in the part of the brain that registers pleasure. When a test subject was told that one wine cost more than the other they tricked themselves into believing the more expensive wine gave them greater pleasure.

During the study, twenty adult subjects were given samples of the same wine at different prices. Not only did the subjects report experiencing pleasure at much greater levels when they were under the impression that the wines cost more, but the activity in the part of the brain that registers pleasure was significantly more active.

This, of course is not the first study to look at how marketing affects a consumer’s behavior, but it is the first to show a direct effect on the brain. These types of findings can drastically change the way companies market products in the future. Baba Shiv, an associate professor at the Stanford Graduate School of Business and one of the authors of the study believes marketers may now think twice about reducing the price.

What do you think of this study connecting pleasure with price?

Do you think the price of a product affects the way you perceive its quality?

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  • Lynsda828 By Lynsda828

    I agree that price can be confused with quality - however at the same time, some people who are extremely price conscious might think that something high in price is out of reach and getting the chance to try something that is more than they can afford would automatically make it higher quality than something that they can eat every day. Personally - I don't think that wine price equals quality - I worry about that I like. I think I'd be interested in tasting a $400 bottle of wine, just to say that I did it, but I know that I can find just as much enjoyment out of a $5 bottle enjoyed with friends.

    I do think that price affects the way that I perceive its quality. I think that it depends on the product. Diamonds are something that I correlate as increasing in price and quality. The better the diamond, the higher the price. For the most part, I think that this holds true for me - higher price = better product. As a consumer, I have to keep myself in check and understand what I can afford - so going for the best product for the money (value).

  • xo11xo By xo11xo

    I definately agree that high price can be mistaken for high quality. But that can also be idustry specific. In terms of wine-I do go for the brand and price that fits just beyond what I planned on spending yet is not too overly priced. When i want a nice wine I go for it--- it is still cheaper to buy then go out to dinner and have the same bottle there. Plus I'm Italian --- wine is it for me in terms of beverage of choice.

  • kycatymoas By kycatymoas

    I worked for a Wine import Company that also owned its own South African Winery...the average wine is about $33 bottle, an avg. middle of the road price.

    it tasted like dirt.

    I went to LA, where they sold wine in EVERY 7-11. I have tried expensive wines & cheap, my favorites are Red Truck, Thousand Oaks, lower end Mondavi's, and Turning Leaf. I like them because they taste good to me.

    I believe wine as are many things in life, a status caviar, I have a hard time stomaching mild fish, let alone fish eggs...I had them on my sushi & barfed!

    I drink what I like, wear what I like, and think what I like...

  • devilot By devilot

    (Note: I don't usually drink wine, just a sip or two if I'm home visiting the parents who do drink wine.)

  • devilot By devilot

    Well, I think part of the issue is that few people are really steeped and vested in the wine industry and for most of us, we don't know all that much and it's tempting to just cop out and hope that a pricier wine is better.

  • kirstensapphire By kirstensapphire

    I think it's not surprizing that people derived more pleasure when they thought they were drinking expensive wine! It just shows how perceptions can impact your real judgement.

  • bugsmama By bugsmama

    Guess you can figure they're banking on this information!!

  • katydid444 By katydid444

    If you think that's bad, check out If people didn't connect pleasure with price or feel that the price equates to quality, there's no way we'd pay $40 for a bottle of water. Bling water is the perfect example of this! I can't believe people actually buy this stuff! If I had an extra $40 lying around I sure wouldn't spend it on water!!

  • chosen4worship By chosen4worship

    I think that's a great idea, Bruski! I know a lot of people who spend way too much money on "the good stuff" when they can't afford it - either wanting to impress or thinking that it must taste better. Most of these people don't know much about wine, just follow the lure of the advertising.

    As for me, I lean toward the "cheaper stuff" which is often quite nice to drink. I will buy higher priced wines that I know for sure are of a good quality and that others have tasted and enjoyed. Recommendations from family and friends is a good thing!

  • Bruski203 By Bruski203

    I've always wanted to have a wine party where, each friend brings over a bottle of wine kept in a brown paper bag. You have each person sample the "mystery" wines and then rate them on individual cards. The fun comes when you unveil the bags to see which wines, the higher or the lower priced, were chosen as favorites!

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