does high price ensure high quality experience?

Research suggests that a bias towards higher priced goods may have something to do with the way that the brain links price with pleasure, and leads people to make assumptions about quality. NYT.

Professor Rangel, Caltech, said that there were reasons to suspect that price tag bias occurs in many contexts. Given the human love affair with high priced luxury goods, and their association with status and power, it’s possible that we’ve come to experience a cerebral shiver of delight in response to things that promise cachet.


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