In one study on perceptual expectancies, participants were given a taste of a "$90 wine" and a "$10 wine," and they reported that the more expensive one tasted better, even though the same wine was served both times.

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This phenomenon is due to the power of expectation, where the perceived value of the wine (influenced by its price) affects the participants' taste experience, making them believe the more expensive wine tastes better even though the same wine was served.

In One Study on Perceptual Expectancies, Participants Were Given a Taste