Expectation

Misconception vs. Truth

Misconception:
Wine is a complicated elixir, full of subtle flavors only an expert can truly distinguish, and experienced tasters are impervious to deception.

Truth:
Wine experts and consumers can be fooled by altering their expectations.

Wine Tasting and Expert Deception

  • Expert Fallibility: Experiments show that even wine experts can be deceived:
    • Experiment 1: Fifty-four wine students could not differentiate a dyed white wine from red wine, describing it as if it were red.
    • Experiment 2: Experts rated the same cheap wine as "complex" when labeled expensive and "weak" when labeled cheap.

Influence of Expectations

  • Brain Study: At Caltech, even brain scans showed increased pleasure when subjects believed they were drinking expensive wine.
  • Cheese and Wine Study: Tasters rated the same cheese higher when paired with wine labeled from California rather than North Dakota.
  • Expectation Effect: High expectations can enhance sensory perceptions and overall experience.

Expectation in Other Contexts

  • High-Definition Television Study: Participants claimed superior quality for standard definition images when led to believe they were viewing high-definition.
  • The Pepsi Challenge: Blind taste tests without brand logos revealed that participants preferred Pepsi over Coca-Cola, but the disguised products showed inherent biases towards simple labels like 'M'.

Marketing and Presentation

  • Brand Influence: Advertising and branding create expectations that greatly influence consumer preference:
    • Blind Taste Tests: Longtime smokers and wine connoisseurs struggle to identify their preferred brands without visual cues.
    • Restaurant Presentation: High-quality packaging and service elevate perceived product quality, often matching or exceeding expectations.

Interaction of Experience and Expectation

  • Expectation vs. Reality: Reviews, buzz, and advertising set expectations that shape your experience:
    • Social Influence: Films and other experiences rarely occur in isolation; input from critics, peers, and ads strongly shapes perception.

Conclusion

  • Subjective Experience: Your sensory experiences, especially tastes, are influenced more by expectations and presentation than by objective quality. Recognizing this can lead to more mindful consumption and skepticism of marketing tactics.