Placed before them, two glasses.
One containing white wine, the other, red.
Describe these wines, was the invitation put to the 54 wine experts.
Taking their time to swirl, sniff, sip, and savour the wine, the experts gladly offered their thoughts.
- The white wine was "floral," "honey," "peach," and "lemon”.
- And the red, "raspberry," "cherry," "cedar," and "chicory."
Imagine their surprise, then, when a sleight of hand was revealed?
The red wine wasn’t red wine at all.
It was white wine dyed red with a flavourless colourant.
This study perfectly illustrates how much information people process without realising.
These experts didn’t think the colour of the wine was impacting their experience, but it clearly was.
👉 When it comes to influence, it’s often the things people don’t THINK they see that matter the most.
Ref: Brochet & Dubourdieu (2001)
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