The most interesting experiment to me was the use of cheap wine. In one study they named it California wine and in the other they named it North Dakota wine. Both were the same wine with the same labels and equally as bad. However since the North Dakota wine was from that region which is not known for wine they rated it worse and their meals worse than the all powerful Californian label.
This makes perfect since considering Americans lust for certain brand name goods. For example some people only drink one type of soda maybe Coke over Pepsi or one brand of clothing over another even tho they may be almost identical. This is the power of American Capitalism.
How big a role does packaging play on how much we eat?