The Relationship Between Wine Expenditure and Significance of Occasions

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According to a wine expert with knowledge of behavioral science and economics, people spend more on wine to mark the significance of an event rather than for the quality of the wine itself. This applies particularly to moments like anniversaries and birthdays. It's interesting to note that marketers who claim their products are more than what they seem, might actually be onto something. We tend to use products as signals more than we consciously realize.

Rory Sutherland is a British advertising executive, author, and marketing visionary. He’s the UK Vice Chairman of Ogilvy, one of the world's largest and most renowned ad firms. Mad Men is largely inspired by the company and one of the firm’s founders, David Ogilvy.

Rory started Ogilvy’s behavioral science practice, pioneering the application of behavioral economics and evolutionary psychology to marketing and advertising.

Some of his counterintuitive theories on marketing and human behavior are compiled in his book Alchemy: The Power of Ideas That Don't Make Sense, where, primarily, he argues that great marketing ideas are often built around a core that is profoundly irrational.

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