You Can Taste the Price Free online reading

Taste test: Does a $17 burger always taste better than a $4 one? Find out on this episode of Now I Know. A hamburger that costs $17 probably tastes good. No, it has to – who would pay $17 for a burger and fries that didn’t? No one – at least not twice. That makes sense: in order to stay in business with an expensive menu, whatever you’re 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 above taste as good if they cost, say, $4? Maybe not.