. . . less to do with the things themselves than what you think those things are.
For this particular study, ten bottles of wine were opened and the participants (all maximizers) were asked to rate them. They were given all the information — vintage, price, you name it. To a one, the participants rated the expensive wine, the rare vintages and so on all highly. They were very happy drinking them. These wines were complex with great bouquet, wonderful finishes, you name it. Of course, the lesser priced wines were barely drinkable. That’s maximizers for you. They only want the best.
There was just one problem. Schwartz lied about the content of the bottles. They all contained the same wine. See? Not the thing but what you think it is. With food it gets kind of scary.
To go with the food, Schwartz served a variety of pates. Since I don’t eat fatty, stuffed goose liver with gherkins . . .