Lee Leonard, Frederick Shane, Ariely Dan
Columbia Business School, Columbia University, New York, NY 10027, USA.
Psychol Sci. 2006 Dec;17(12):1054-8. doi: 10.1111/j.1467-9280.2006.01829.x.
Patrons of a pub evaluated regular beer and "MIT brew" (regular beer plus a few drops of balsamic vinegar) in one of three conditions. One group tasted the samples blind (the secret ingredient was never disclosed). A second group was informed of the contents before tasting. A third group learned of the secret ingredient immediately after tasting, but prior to indicating their preference. Not surprisingly, preference for the MIT brew was higher in the blind condition than in either of the two disclosure conditions. However, the timing of the information mattered substantially. Disclosure of the secret ingredient significantly reduced preference only when the disclosure preceded tasting, suggesting that disclosure affected preferences by influencing the experience itself, rather than by acting as an independent negative input or by modifying retrospective interpretation of the experience.
一家酒吧的顾客在三种条件之一中品尝普通啤酒和“麻省理工学院特制啤酒”（普通啤酒加几滴香醋）。一组顾客在不知情的情况下品尝样品（从未透露秘密成分）。第二组顾客在品尝前被告知其成分。第三组顾客在品尝后但在表明偏好之前得知了秘密成分。不出所料，在不知情的情况下对麻省理工学院特制啤酒的偏好高于两种告知情况下的任何一种。然而，信息的时机至关重要。只有当秘密成分的告知先于品尝时，其披露才会显著降低偏好，这表明告知是通过影响体验本身来影响偏好的，而不是作为一个独立的负面因素或通过改变对体验的追溯性解释来影响偏好。
