About this episode

This episode explores how marketing influences consumer perception through a study involving balsamic vinegar and beer.

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/ --- Today’s sources: Amar, M., Ariely, D., Bar-Hillel, M., Carmon, Z., & Ofir, C. (2011). Brand names act like marketing placebos. Hebrew University of Jerusalem. Clark, A. (2016). Surfing uncertainty: Prediction, action, and the embodied mind. Oxford University Press. Crum, A. J., & Langer, E. J. (2007). Mind-set matters: Exercise and the placebo effect. Psychological Science, 18(2), 165–171. Faasse, K., Martin, L.R., Grey, A., Gamble, G., and Petrie, K.J. (2016). Impact of brand or generic labeling on medication effectiveness…

More episodes of Nudge

• 88 out of 90 people fall for this bias. Do you? · July 13, 2026 · 20 min
• Will the UK’s social media ban backfire? · July 6, 2026 · 27 min
• Katy Milkman: Learn how to change habits in 39 minutes · June 29, 2026 · 39 min
• Were the 2018 Gatwick drones real? · June 22, 2026 · 31 min
• Do broken windows cause crime? · June 15, 2026 · 24 min

Explore listener stats, chart rankings, contacts and more on the Nudge podcast page.