The Illusion of Choice: 16½ psychological biases that influence what we buy
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The Illusion of Choice: 16½ psychological biases that influence what we buy
The purpose of Cheskin’s charade was to prove that the enjoyment of margarine was determined by our expectations. All the elements of the experience – colour, smell, even the packaging – contributed to our expectations and therefore the taste. Cheskin called this phenomenon “sensation transference”.