When we think a painting was made by a famous artist, we rate it higher. When we think wine is expensive, we like it more. Jonah Lehrer explains the effect:
We want to believe that pleasure is simple, that our delight in a fine painting or bottle of wine is due entirely to the thing itself. But that’s not the way reality works. Whenever we experience anything, that experience is shaped by factors and beliefs that are not visible on the canvas or present in the glass. Even the most exquisite works in the world — and what is more exceptional than a Rembrandt portrait? — still require a little mental help. We only see the beauty because we are looking for it.
The Dish 