Can balsamic vinegar make beer better?

In 2007, two Harvard researchers added a splash of balsamic vinegar to beer.

When drinkers knew the beer contained vinegar, they hated it.

But when the researchers told them “this is our MIT brew," the majority loved it.

The study reveals the secrets behind marketing.

On today’s episode of Nudge with award-winning science writer David Robson, we explain how good marketing can shape our perception.

Link to the bonus episode: ⁠https://nudge.kit.com/86d3e39845⁠

Become an FSB member: https://get.fsb.org.uk/nudge/

Read the Expectation Effect: https://amzn.to/4dvkb3s

David’s website: https://davidrobson.me/

David’s Substack: https://davidarobson.substack.com/

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