Next time you’re trying to decide between that expensive French Cabernet or Two-Buck Chuck, take a look at what Brian Wansink, John S. Dyson Professor of Marketing and director of the Cornell Food and Brand Lab, has to say about the role that external factors like social cues and environmental changes play in our perceptions of the flavor of wine.
According to Wansink, who spoke to NPR’s Science Friday as part of an ongoing series on the science of wine,“how we interpret the taste of something largely has to do with what we think it’s going to taste like.” This means that everything from the design of the label to an approving nod from a sommelier can have a huge impact on our appreciation of what’s in the glass. Thus, when savoring wine, perception truly is reality.
