Perhaps my publisher should triple the price of my book

It is a sad fact that price seems to equate to pleasure in human beings.

Researchers at the California Institute of Technology recently studied a subject's reaction to wine after being informed about the price of the bottle.

Of course, the researchers were not truthful about the price.

Two of the wines sampled were offered twice, once at an alleged low price and once at a much higher price. And the subjects consistently said they enjoyed what they thought were expensive wines more.

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