A discussion of some interesting psychological studies concerning wine. There's the 'second cheapest wine syndrome', the famous CalTech experiment, and, of course, the one the Stanford Wine Club don't want you to hear about. Huge thanks to Dr Miles Thomas of WinePsych* for introducing me to this subject through his article, On Vines and Minds**, published in The Psychologist. All images are CC licenced by their respective creators and I thank them for their generosity to the commons. (Presented at Ignite Cardiff 2, 8th April 2009) * http://www.winepsych.com/ ** http://www.thepsychologist.org.uk/archive/archive_home.cfm/volumeID_21-editionID_160-ArticleID_1341-getfile_getPDF/thepsychologist/0508thom.pdf

1. Vines
&
Minds
fakelvis
LoneGunman.co.uk
flickr.com/photos/2create/693534392/

2. Second
Cheapest
Wine
Syndrome

3. Clueless
๏
Cheap
๏
Don’t want to appear either
๏

4. £
£ ← PROFIT
£
£
£
…

5. “A zero or
even slightly
negative
correlation
between the
enjoyment
of a wine
and its cost.”
flickr.com/photos/frankbb/3050645728/

6. flickr.com/photos/riotjane/2851783750/

7. Price
Enjoyment

8. Dopamine

9. $15
$90
$5

10. $12 Washington
Sparkling
White Wine
vs
$150 Dom Pérignon
Champagne

11. In a double-blind
experiment, the results
were exactly reversed.

13. “Vanillin”
“Floral”
“Citrus”
“Sweet”
“Crisp”

14. flickr.com/photos/eilard/149722764
“Smoky”
“Rich”
“Oaky”
“Berry”
“Hearty”

15. Perceived price
Sight
...Sound?

19. So?
flickr.com/photos/wtlphotos/462292685/

20. Fin
fakelvis
LoneGunman.co.uk
flickr.com/photos/whisperwolf/3335072656/