In 2007 researchers conducted an experiment where subjects sipped the same wine from two different bottles.
The only variable was the price tag, the wine’s market value. Not only did the subjects say they enjoyed the wine from the more expensive bottle, their neural activity showed heightened pleasure associated with better flavor and taste.
As Rory Sutherland said:
How do you get adults to enjoy wine? Why, it’s simple. Pour it from an expensive bottle.
This is essentially the power of brand. Perceived value can potentially affect experience more than the actual quality of the product.