Ahhh, the power of expectations

Price perception. How you frame the price of a product can deeply affect its perceived value.

You've (probably) done it. I've done it. When choosing a wine at a restaurant, plenty of people choose their wine the same way. 

Your instinct says, "Just order the cheapest one."

But that might make you feel and look like a cheapskate bastard. So you choose the second-cheapest choice on the wine list.

Even so, some people just order the cheapest wine anyw…