Cheap vs. Expensive Wine
Wednesday, July 16th, 2008The Harvard Society of Fellows, I learned from this great post by Steve Levitt, drink expensive wine — like $60/bottle. Steve, who was a Fellow for 3 years, did a simple experiment that showed the other members couldn’t tell expensive wine from cheap wine. Although the other members had liked the idea of doing the experiment, they didn’t like the results:
There was a lot of anger when I revealed the results, especially the fact that I had included the same wine twice. One eminent scholar stormed out of the room stating that he had a cold — otherwise he would have detected my sleight of hand with certainty.
Stormed out of the room! Why were they so angry? I think they were embarrassed. And not just that. Steve doesn’t say it, but I think there had been lots of dinner table conversation about how great the wine was. Now all that conversation was revealed to be delusional. Noting the greatness of the wine was — to be crude about it — a way of noting the greatness of those assembled at the table. “We appreciate the finer things in life,” they were saying. “We deserve to be here.” Snobbery is reassuring. In a tiny voice, the results said, yes, you are here, congratulations, but the reason you are here is more complicated than “you deserved it”.









