I have a post from December of last year on this topic. Wine is such a wonderful example of how we filterpret reality. Jonas Lehrer discusses the topic at his newly moved blog here. Having worked with wines in China for the last three years, I have seen these phenomenon first hand. While there is most definitely a taste difference between a bottle of three buck chuck and a more expensive wine, these differences become almost completely mental once you go on the other side of $20 USD. n our marketing, we have given people quality well rated Missouri wines in the original bottle but with different labels. If the label says a product of France or California the wine is lauded as wonderful, often when it is the Missouri label the wine is described as passing or good for a cheap wine.
What is most interesting about this phenomenon is that it is strongest on both ends of the knowledge spectrum. Those who know a lot about wine and those who admittedly know nothing are both greatly influenced by the change in label. Most people who taste the products in the middle of the spectrum of wine knowledge give it a better rating and seem more open minded when the label is from Missouri.
This is obviously not just a Chinese issue, it is a human issue. It is projects such as this that remind me there are some issues that span culture and language differences. In the end we all filterpret our reality.