Boom Shocka Locka

Eco-angst, it turns out, is but one version of a widely studied psychological phenomenon, one well-known in the world of retailing. Take a bargain bin cabernet, tell people it’s an expensive, estate-bottled varietal, and they’ll tell you they like it. They’ll even linger longer over their dinner, enjoying not just the wine but the rest of their food more. Now describe the same wine as a low-end variety from North Dakota, and they’ll tell you it’s not so good — and finish their meal faster, enjoying it less.