You Can Taste the Price

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A hamburger is from a fancy restaurant. It costs $17. And it probably tastes good. No, it has to -- who would pay $17 for a burger and fries which didn't? No one, at least not twice.

That makes sense: in order to stay in business with an expensive menu, whatever your selling better make for a good dining experience. But at some point, our palates can't really discern between foods. When that happens, other signals take over. And at times, those signals can be so powerful that it overwhelms the rest of the experience. For example, would the same burger and fries taste as good if it cost, say, $4? Maybe not.

More from Now I Know.

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