How context alters value: the brain’s valuation and affective regulation system link price cues to experienced taste pleasantness
54 recruited at Bonn University, 30 analysed after exclusions; price cues of €3 and €18 on identical wines; higher prices raised pleasantness ratings (described by the authors as replicating the 2008 effect); against a blind baseline a week later (mean 5.03), the effect was driven by lower ratings at €3 (4.19) rather than higher ratings at €18 (5.21).
54 recruited at Bonn University, 30 analysed after exclusions; price cues of €3 and €18 on identical wines; higher prices raised pleasantness ratings (described by the authors as replicating the 2008 effect); against a blind baseline a week later (mean 5.03), the effect was driven by lower ratings at €3 (4.19) rather than higher ratings at €18 (5.21).
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7, 8098. doi:10.1038/s41598-017-08080-0. Full text read: 54 recruited at Bonn University, 30 analysed after exclusions; price cues of €3 and €18 on identical wines; higher prices raised pleasantness ratings (described by the authors as replicating the 2008 effect); against a blind baseline a week later (mean 5.03), the effect was driven by lower ratings at €3 (4.19) rather than higher ratings at €18 (5.21).