What makes us love some things and hate others? We know that sometimes even the tiniest change can result in a huge difference in how we perceive something, so is there any rhyme or reason to our tastes and preferences? Here are three factors which play a role.
⒈Conforming to expectation
In London a few years ago, two talented rappers called Silibil N' Brains took to the stage to perform at a music industry show for unsigned bands. They were an instant hit. Their outrageous West Coast - American style, brilliant rap lyrics and couldn't - care - less attitude had the music industry's talent spotters falling over themselves to sign the pair. In a short space of time, Silibil N' Brains had a deal with a top management company, a contract with a major record label and an advance of $70,000 -- and they hadn't even made a record. Before long, they were on tour with Eminem and out partying with Madonna. They were living the dream.
But two years ago the same two rappers were laughed off stage by the same talent spotters for singing the same sons. So what was the difference? Amazingly, it was their accent. You see, Silibil N' Brains weren't, in fact, from West Coast U. S. A. at all. They were from Dundee in Scotland. During the first audition they had used their Scottish accents when rapping and it had not gone down well. "They just laughed at us," recalled Brains. "We were heartbroken. We went back to Scotland with our tail between our legs". The lesson for them was that to succeed, you have to conform to expectations and at that time everyone expected rappers to be American.
⒉The benefit of hindsight
Some people are simply ahead of their time. It's common knowledge that Vincent van Gogh sold only one painting in his lifetime -- the other 900 or so were unknown and unloved until after his death. Monet's paintings. at least in his early career, was considered incomplete and ugly by critics at the time, while Vermeer, the painter of Girl With a Pearl Earring, even had to use his mother-in-law as a guarantor when he borrowed money -- so unable was he to sell any of his work! Now that public taste has caught up with these artists, more or less anything they touched has an astronomical price tag attached to it. Perhaps the reason is that it just takes a while to get used to something -- after all, not all beauty is obvious at first sight.
⒊A reassuring price tag
In a world where the range of products on offer can be completely bewildering, we often look to price as an indication of quality. We may think we prefer the expensive wine to the cheap one, but we may simply be influenced by the price tag. Even professionals can make the mistake. A researcher from the University of Bordeaux in France took an average bottle of red wine and poured it into two empty bottles, on with an expensive label and the other with a cheap one. Then he invited 57 wine “experts” to taste the wine. Forty of them recommended the wine from the expensive bottle, describing it as "agreeable", "complex", "balanced" and "rounded." while the same wine from the expensive bottle, describing it as "agreeable", "complex", "balanced" and "rounded," while the same wine from the cheap bottle was described as "weak" and "flat", with only 12 of the experts recommending it. The study made the researcher unpopular with the French wine tasters, but he did prove that price has a significant impact on taste.
