In his words, "Someone isn't mistaken when they pay extra money for the better-known brand because it might lead to extra pleasure...And so we get pleasure from - sometimes from knowing what something is and knowing where it came from. And our experience is transformed in that way."
The whole time he was explaining this, I was thinking, 'Man, that's EXACTLY how so many wine brands market their product.' And, sure enough, as that thought coalesced, he brought up wine and how studies have proved that people have a greater neurological pleasure response when they think they're drinking more expensive wine - independent of quality. (Emphasis on "think")

At a more practical level, though, what Dr Bloom is telling us is that we are suckers. Humans' superior intellect has many Achilles heels, and succumbing to the romance of a good story is one of them. And this is why we hear the back stories of wine all the time - the generations of winemakers, the centuries-old history of the land, the unrelenting commitment to hands-off winemaking. It works. Who cares if it's true?
But before concluding that all the wine world has to offer is lipstick-wearing pigs, it's worth noting that the reason why it's easy to identify products more heavily invested in brand than substance is because we have a marketplace full of the opposite. It's just a hell of a lot harder to sell authenticity - another topic discussed in the same Ted Radio Hour - and one for another time on these pages.
Cheers
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