Studies have long shown that we believe wine tastes better when we think we’re drinking the expensive stuff – <a title="CNET" href="http://www.cnet.com/news/study-90-wine-tastes-better-than-the-same-wine-at-10/" target="_blank">even when we’re really not</a> – but less is known about why our brains work that way.</br></br>Scientists have been digging around in the topic more, though, and a few have suggested it’s not all about price (though price is a significant factor); that there’s something more going on that influences our opinions regarding the value of things.</br></br><strong>Origin & History</strong></br></br>In 2011, psychologist Paul Bloom forwarded the notion that <a title="TED" href="https://www.ted.com/talks/paul_bloom_the_origins_of_pleasure?language=en" target="_blank">origin and history also play a big role</a> in how objects take meaning in our lives. One example he provided was the difference in value between a new set of golf clubs, and an old, banged-up set once owned by John F. Kennedy.</br></br>And, we all know which is more valuable – or are JFK’s clubs only <em>perceived</em> to be more valuable?</br></br><strong>Value & Utility </strong></br></br>In the example above, JFK’s clubs are not only perceived to be more valuable, they actually are more valuable, because we can deduce that someone out there will pay more for them than new clubs.</br></br>But, the value to that person has nothing to do with performance out on the links. The new clubs would almost surely work better and last longer under normal use, but sometimes we value things in different ways, for different reasons.</br></br>Of course, outside of our pursuits as collectors (or wine snobs) we consider even more factors in our value of things.</br></br><strong>Quality & Convenience </strong></br></br>No matter how much money we’re spending, as shoppers we seek out items of high quality that are easy to get – and this is where the Internet comes into the picture. At no other time in history has it been so simple to get great stuff delivered right to your doorstep.</br></br>Even so, we still care about the origin, value and utility of our goods. So, how are we supposed to maximize our spending power?</br></br>Here at ATGStores.com, there are a lot of ways you can do that:</br></br>- Look at customer reviews. We don’t filter them, unless they contain offensive language.</br>- See whether the item is a Top Seller. It’s usually a good indicator that people like it.</br>- Scroll to the bottom of product pages and review our brands’ grades. We base them on customer reviews, product support and shipping metrics.</br>- Finally, if you have a question, consult our world-class <a title="Customer Care Live Chat" href="http://chat.atgstores.com/avaya/webchat/Code/webchatLogin.php?" target="_blank">Customer Care team</a>. They’re always happy to help.</br></br>Happy holiday shopping!