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The importance of context in shaping preferences from "summary" of Alchemy by Rory Sutherland
Context plays a significant role in determining our preferences. It has the power to shape our perceptions and influence our decisions in ways we may not even realize. Consider the example of wine. When we're told that a particular bottle of wine is expensive, we automatically assume it must be of higher quality. The context of price leads us to believe that it must be better, even if we can't necessarily tell the difference in taste. Similarly, the setting in which we experience something can greatly impact how much we enjoy it. A mediocre meal at a fancy restaurant might seem exceptional simply because of the elegant surroundings a...
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