Try It, You
Lee, Frederick and Ariely had patrons of a pub rate regular beer and a version with a few drops of balsamic vinegar added. One group tasted blind, a second was told the contents before tasting, and a third learned of the secret ingredient after tasting but before stating a preference. Preference for the altered beer was higher in the blind condition than in either disclosure condition. Timing mattered: disclosure reduced preference significantly only when it came before tasting, which suggests that it affected preferences by influencing the experience itself.
Lee, Frederick and Ariely had patrons of a pub rate regular beer and a version with a few drops of balsamic vinegar added. One group tasted blind, a second was told the contents before tasting, and a third learned of the secret ingredient after tasting but before stating a preference. Preference for the altered beer was higher in the blind condition than in either disclosure condition. Timing mattered: disclosure reduced preference significantly only when it came before tasting, which suggests that it affected preferences by influencing the experience itself.
Written from the abstract as shown on the OpenAlex record, read 2026-11-04.
What our sources record
Recorded when this source was checked, figures included, with page references and quotation marks removed.
ll Like It: The Influence of Expectation, Consumption, and Revelation on Preferences for Beer.' Psychological Science, 17(12), 1054-1058. doi:10.1111/j.1467-9280.2006.01829.x.