by Dan Ariely
Mina and Jeffrey were only two of hundreds of students who participated in this experiment. But their reaction was typical: without foreknowledge about the vinegar, most of them chose the vinegary MIT Brew. But when they knew in advance that the MIT Brew had been laced with balsamic vinegar, their reaction was completely different. At the first taste of the adulterated suds, they wrinkled their noses and requested the standard beer instead. The moral, as you might expect, is that if you tell people up front that something might be distasteful, the odds are good that they will end up agreeing with you—not because their experience tells them so but because of their expectations.
If, at this point in the book, you are considering the establishment of a new brewing company, especially one that specializes in adding some balsamic vinegar to beer, consider the following points: (1) If people read the label, or knew about the ingredient, they would most likely hate your beer. (2) Balsamic vinegar is actually pretty expensive—so even if it makes beer taste better, it may not be worth the investment. Just brew a better beer instead.
BEER WAS JUST the start of our experiments. The MBA students at MIT’s Sloan School also drink a lot of coffee. So one week, Elie Ofek (a professor at the Harvard Business School), Marco Bertini (a professor at the London Business School), and I opened an impromptu coffee shop, at which we offered students a free cup of coffee if they would answer a few questions about our brew. A line quickly formed. We handed our participants their cups of coffee and then pointed them to a table set with coffee additives—milk, cream, half-and-half, white sugar, and brown sugar. We also set out some unusual condiments—cloves, nutmeg, orange peel, anise, sweet paprika, and cardamom—for our coffee drinkers to add to their cups as they pleased.
After adding what they wanted (and none of our odd condiments were ever used) and tasting the coffee, the participants filled out a survey form. They indicated how much they liked the coffee, whether they would like it served in the cafeteria in the future, and the maximum price they would be willing to pay for this particular brew.
We kept handing out coffee for the next few days, but from time to time we changed the containers in which the odd condiments were displayed. Sometimes we placed them in beautiful glass-and-metal containers, set on a brushed metal tray with small silver spoons and nicely printed labels. At other times we placed the same odd condiments in white Styrofoam cups. The labels were handwritten in a red felt-tip pen. We went further and not only cut the Styrofoam cups shorter, but gave them jagged, hand-cut edges.
What were the results? No, the fancy containers didn’t persuade any of the coffee drinkers to add the odd condiments (I guess we won’t be seeing sweet paprika in coffee anytime soon). But the interesting thing was that when the odd condiments were offered in the fancy containers, the coffee drinkers were much more likely to tell us that they liked the coffee a lot, that they would be willing to pay well for it, and that they would recommend that we should start serving this new blend in the cafeteria. When the coffee ambience looked upscale, in other words, the coffee tasted upscale as well.
WHEN WE BELIEVE beforehand that something will be good, therefore, it generally will be good—and when we think it will be bad, it will bad. But how deep are these influences? Do they just change our beliefs, or do they also change the physiology of the experience itself? In other words, can previous knowledge actually modify the neural activity underlying the taste itself, so that when we expect something to taste good (or bad), it will actually taste that way?
To test this possibility, Leonard, Shane, and I conducted the beer experiments again, but with an important twist. We had already tested our MIT Brew in two ways—by telling our participants about the presence of vinegar in the beer before they tasted the brew, and by not telling them anything at all about it. But suppose we initially didn’t tell them about the vinegar, then had them taste the beer, then revealed the presence of the vinegar, and then asked for their reactions. Would the placement of the knowledge—coming just after the experience—evoke a different response from what we received when the participants got the knowledge before the experience?
For a moment, let’s switch from beer to another example. Suppose you heard that a particular sports car was fantastically exciting to drive, took one for a test drive, and then gave your impressions of the car. Would your impressions be different from those of people who didn’t know anything about the sports car, took the test drive, then heard the car was hot, and then wrote down their impressions? In other words, does it matter if knowledge comes before or after the experience? And if so, which type of input is more important—knowledge before the experience, or an input of information after an experience has taken place?
The significance of this question is that if knowledge merely informs us of a state of affairs, then it shouldn’t matter whether our participants received the information before or after tasting the beer: in other words, if we told them up front that there was vinegar in the beer, this should affect their review of the beer. And if we told them afterward, that should similarly affect their review. After all, they both got the same bad news about the vinegar-laced beer. This is what we should expect if knowledge merely informs us.
On the other hand, if telling our participants about the vinegar at the outset actually reshapes their sensory perceptions to align with this knowledge, then the participants who know about the vinegar up front should have a markedly different opinion of the beer from those who swigged a glass of it, and then were told. Think of it this way. If knowledge actually modifies the taste, then the participants who consumed the beer before they got the news about the vinegar, tasted the beer in the same way as those in the “blind” condition (who knew nothing about the vinegar). They learned about the vinegar only after their taste was established, at which point, if expectations change our experience, it was too late for the knowledge to affect the sensory perceptions.
So, did the students who were told about the vinegar after tasting the beer like it as little as the students who learned about the vinegar before tasting the beer? Or did they like it as much as the students who never learned about the vinegar? What do you think?
As it turned out, the students who found out about the vinegar after drinking the beer liked the beer much better than those who were told about the vinegar up front. In fact, those who were told afterward about the vinegar liked the beer just as much as those who weren’t aware that there was any vinegar in the beer at all.
What does this suggest? Let me give you another example. Suppose Aunt Darcy is having a garage sale, trying to get rid of many things she collected during her long life. A car pulls up, some people get out, and before long they are gathered around one of the oil paintings propped up against the wall. Yes, you agree with them, it does look like a fine example of early American primitivism. But do you tell them that Aunt Darcy copied it from a photograph just a few years earlier?
My inclination, since I am an honest, upright person, would be to tell them. But should you tell them before or after they finish admiring the painting? According to our beer studies, you and Aunt Darcy would be better off keeping the information under wraps until after the examination. I’m not saying that this would entice the visitors to pay thousands of dollars for the painting (even though our beer drinkers preferred our vinegar-laced beer as much when they were told after drinking it as when they were not told at all), but it might get you a higher price for Aunt Darcy’s work.
By the way, we also tried a more extreme version of this experiment. We told one of two groups in advance about the vinegar (the “before” condition) and told the second group about the vinegar after they had finished the sampling (the “after” condition). Once the tasting was done, rather than offer them a large glass of their choice, we instead gave them a large cup of unadulterated beer, some vinegar, a dropper, and the recipe for the MIT Brew (two drops of balsamic vinegar per ounce of beer). We wanted to see if people would freely add balsamic vinegar to their beer; if so, how m
uch they would use; and how these outcomes would depend on whether the participants tasted the beer before or after knowing about the vinegar.
What happened? Telling the participants about the vinegar after rather than before they tasted the beer doubled the number of participants who decided to add vinegar to their beer. For the participants in the “after” condition, the beer with vinegar didn’t taste too bad the first time around (they apparently reasoned), and so they didn’t mind giving it another try.*
AS YOU SEE, expectations can influence nearly every aspect of our life. Imagine that you need to hire a caterer for your daughter’s wedding. Josephine’s Catering boasts about its “delicious Asian-style ginger chicken” and its “flavorful Greek salad with kalamata olives and feta cheese.” Another caterer, Culinary Sensations, offers a “succulent organic breast of chicken roasted to perfection and drizzled with a merlot demi-glace, resting in a bed of herbed Israeli couscous” and a “mélange of the freshest roma cherry tomatoes and crisp field greens, paired with a warm circle of chèvre in a fruity raspberry vinagrette.”
Although there is no way to know whether Culinary Sensations’ food is any better than Josephine’s, the sheer depth of the description may lead us to expect greater things from the simple tomato and goat cheese salad. This, accordingly, increases the chance that we (and our guests, if we give them the description of the dish) will rave over it.
This principle, so useful to caterers, is available to everyone. We can add small things that sound exotic and fashionable to our cooking (chipotle-mango sauces seem all the rage right now, or try buffalo instead of beef ). These ingredients might not make the dish any better in a blind taste test; but by changing our expectations, they can effectively influence the taste when we have this pre-knowledge.
These techniques are especially useful when you are inviting people for dinner—or persuading children to try new dishes. By the same token, it might help the taste of the meal if you omit the fact that a certain cake is made from a commercial mix or that you used generic rather than brand-name orange juice in a cocktail, or, especially for children, that Jell-O comes from cow hooves. I am not endorsing the morality of such actions, just pointing to the expected outcomes.
Finally, don’t underestimate the power of presentation. There’s a reason that learning to present food artfully on the plate is as important in culinary school as learning to grill and fry. Even when you buy take-out, try removing the Styrofoam packaging and placing the food on some nice dishes and garnishing it (especially if you have company); this can make all the difference.
One more piece of advice: If you want to enhance the experience of your guests, invest in a nice set of wineglasses.
Moreover, if you’re really serious about your wine, you may want to go all out and purchase the glasses that are specific to burgundies, chardonnays, champagne, etc. Each type of glass is supposed to provide the appropriate environment, which should bring out the best in these wines (even though controlled studies find that the shape of the glass makes no difference at all in an objective blind taste test, that doesn’t stop people from perceiving a significant difference when they are handed the “correct glass”). Moreover, if you forget that the shape of the glass really has no effect on the taste of the wine, you yourself may be able to better enjoy the wine you consume in the appropriately shaped fancy glasses.
Expectations, of course, are not limited to food. When you invite people to a movie, you can increase their enjoyment by mentioning that it got great reviews. This is also essential for building the reputation of a brand or product. That’s what marketing is all about—providing information that will heighten someone’s anticipated and real pleasure. But do expectations created by marketing really change our enjoyment?
I’m sure you remember the famous “Pepsi Challenge” ads on television (or at least you may have heard of them). The ads consisted of people chosen at random, tasting Coke and Pepsi and remarking about which they liked better. These ads, created by Pepsi, announced that people preferred Pepsi to Coke. At the same time, the ads for Coke proclaimed that people preferred Coke to Pepsi. How could that be? Were the two companies fudging their statistics?
The answer is in the different ways the two companies evaluated their products. Coke’s market research was said to be based on consumers’ preferences when they could see what they were drinking, including the famous red trademark, while Pepsi ran its challenge using blind tasting and standard plastic cups marked M and Q. Could it be that Pepsi tasted better in a blind taste test but that Coke tasted better in a non-blind (sighted) test?
To better understand the puzzle of Coke versus Pepsi, a terrific group of neuroscientists—Sam McClure, Jian Li, Damon Tomlin, Kim Cypert, Latané Montague, and Read Montague—conducted their own blind and non-blind taste test of Coke and Pepsi. The modern twist on this test was supplied by a functional magnetic resonance imaging (fMRI) machine. With this machine, the researchers could monitor the activity of the participants’ brains while they consumed the drinks.
Tasting drinks while one is in an fMRI is not simple, by the way, because a person whose brain is being scanned must lie perfectly still. To overcome this problem, Sam and his colleagues put a long plastic tube into the mouth of each participant, and from a distance injected the appropriate drink (Pepsi or Coke) through the tube into their mouths. As the participants received a drink, they were also presented with visual information indicating either that Coke was coming, that Pepsi was coming, or that an unknown drink was coming. This way the researchers could observe the brain activation of the participants while they consumed Coke and Pepsi, both when they knew which beverage they were drinking and when they did not.
What were the results? In line with the Coke and Pepsi “challenges,” it turned out that the brain activation of the participants was different depending on whether the name of the drink was revealed or not. This is what happened: Whenever a person received a squirt of Coke or Pepsi, the center of the brain associated with strong feelings of emotional connection—called the ventromedial prefrontal cortex, VMPFC—was stimulated. But when the participants knew they were going to get a squirt of Coke, something additional happened. This time, the frontal area of the brain—the dorsolateral aspect of the prefrontal cortex, DLPFC, an area involved in higher human brain functions like working memory, associations, and higher-order cognitions and ideas—was also activated. It happened with Pepsi—but even more so with Coke (and, naturally, the response was stronger in people who had a stronger preference for Coke).
The reaction of the brain to the basic hedonic value of the drinks (essentially sugar) turned out to be similar for the two drinks. But the advantage of Coke over Pepsi was due to Cokes’s brand—which activated the higher-order brain mechanisms. These associations, then, and not the chemical properties of the drink, gave Coke an advantage in the marketplace.
It is also interesting to consider the ways in which the frontal part of the brain is connected to the pleasure center. There is a dopamine link by which the front part of the brain projects and activates the pleasure centers. This is probably why Coke was liked more when the brand was known—the associations were more powerful, allowing the part of the brain that represents these associations to enhance activity in the brain’s pleasure center. This should be good news to any ad agency, of course, because it means that the bright red can, swirling script, and the myriad messages that have come down to consumers over the years (such as “Things go better with . . .”) are as much responsible for our love of Coke as the brown bubbly stuff itself.
EXPECTATIONS ALSO SHAPE stereotypes. A stereotype, after all, is a way of categorizing information, in the hope of predicting experiences. The brain cannot start from scratch at every new situation. It must build on what it has seen before. For that reason, stereotypes are not intrinsically malevolent. They provide shortcuts in our never-ending attempt to make sense of complicated surroundings. This is why we have the expectation that an elderly per
son will need help using a computer or that a student at Harvard will be intelligent.* But because a stereotype provides us with specific expectations about members of a group, it can also unfavorably influence both our perceptions and our behavior.
Research on stereotypes shows not only that we react differently when we have a stereotype of a certain group of people, but also that stereotyped people themselves react differently when they are aware of the label that they are forced to wear (in psychological parlance, they are “primed” with this label). One stereotype of Asian-Americans, for instance, is that they are especially gifted in mathematics and science. A common stereotype of females is that they are weak in mathematics. This means that Asian-American women could be influenced by both notions.
In fact, they are. In a remarkable experiment, Margaret Shin, Todd Pittinsky, and Nalini Ambady asked Asian-American women to take an objective math exam. But first they divided the women into two groups. The women in one group were asked questions related to their gender. For example, they were asked about their opinions and preferences regarding coed dorms, thereby priming their thoughts for gender-related issues. The women in the second group were asked questions related to their race. These questions referred to the languages they knew, the languages they spoke at home, and their family’s history in the United States, thereby priming the women’s thoughts for race-related issues.
The performance of the two groups differed in a way that matched the stereotypes of both women and Asian-Americans. Those who had been reminded that they were women performed worse than those who had been reminded that they were Asian-American. These results show that even our own behavior can be influenced by our stereotypes, and that activation of stereotypes can depend on our current state of mind and how we view ourselves at the moment.
Perhaps even more astoundingly, stereotypes can also affect the behavior of people who are not even part of a stereotyped group. In one notable study, John Bargh, Mark Chen, and Lara Burrows had participants complete a scrambled-sentence task, rearranging the order of words to form sentences (we discussed this type of task in Chapter 4). For some of the participants, the task was based on words such as aggressive, rude, annoying, and intrude. For others, the task was based on words such as honor, considerate, polite, and sensitive. The goal of these two lists was to prime the participants to think about politeness or rudeness as a result of constructing sentences from these words (this is a very common technique in social psychology, and it works amazingly well).
