Think you're not susceptible to branding?

Coming on the heels of the study that showed kids are happier with their hamburgers when the packaging came from branding promotion now comes this. Makes me want to go buy 2 Buck Chuck and slap a different label on it.

clipped from www.newscientist.com In the experiment, Brian Wansink at Cornell University tested 41 diners' reaction to the wine at Spice Box, a student run restaurant. The diners were given a free glass of Cabernet Sauvignon to accompany their $24 prix-fix French meal. Servers told about half of them that the wine came from "Noah's Winery" in California. The other diners were told it originated from Noah's Winery in North Dakota – a state better known for chilly weather than chilled Sauvignon blanc (think Fargo). Diners who received the "California" wine rated it as tastier than those receiving the same drink carrying the North Dakotan label. They also ate 11% more of their food and made more return reservations.