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The 'expectation of quality' principle, as explained in 'Methods of Persuasion', refers to the psychological phenomenon where a consumer's satisfaction is directly influenced by their expectation of a product's quality. This principle is often leveraged in marketing and sales strategies. For instance, in the wine tasting experiment mentioned in the content, the same wine was perceived as more enjoyable when it was presented with a higher price tag. This is because the higher price created an expectation of superior quality, which influenced the tasters' perception and enjoyment of the wine, even though the actual quality of the wine remained the same.
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Two brands of wine were offered twice and were the same price. The $5 bottle of wine was marked with its real price and again with a price tag of $45. The $90 bottle of wine was also marked with its real price and again with a price tag of $10. The results showed that the tasters' brains registered more pleasure when drinking from the higher priced bottles, even though they contained the same wine as the cheap bottles. The results proved that consumer satisfaction can be directly influenced by the expectation of quality whether that quality is real of not.
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Nick Kolenda is an entertainer who “reads minds” for a living. His apparent ability to read minds is a process of persuasion. Using proven methods of...
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