There is a concept that hasn't come up yet in this thread but that I think ties into the conversation: Upscaling. There was a book a number of years ago called The Upscaling of America (or something like that). It talked about how over time what people consider "the good stuff" has evolved to more and more high end products. Years ago, people were perfectly happy to drive a Chevy (we had a 73 Impala) and if you drove a Cadillac, it was a sign you had really made it. Today, I don't think I have a single friend or relative who owns a Chevy (or a Cadillac). That's considered a poor man's car today.
When I was in college, my friends loved when we hosted a party because I served "good" drinks. That meant Smirnoff vodka, Jack Daniels, etc. I had one friend who swore she hated vodka. After one party at my place, she changed her mind. Once she tasted Smirnoff she realized it wasn't that she didn't like vodka. She just didn't like crap vodka. Today, however, you hardly ever see anyone serving Smirnoff. Everyone is serving Grey Goose, which as I noted earlier, costs 2-3 times more. Guess what. Smirnoff still tastes just as good as it did in 1985 but people have relegated it to the bottom shelf.
Coffee is certainly another example of this. Every house you walked into in 1970 had a can of Maxwell House on the counter. Now, forget that. Nobody buys that anymore. It's all about "premium" brands.
This has a lot to do with the "you get what you pay for" concept because perception plays a big role in this. If you're happy with Maxwell House coffee, you probably don't see the value in buying 100% Kona beans. If you are satisfied with your Chevy, you aren't likely to find a BMW appealing. If your favorite chocolate is Hershey's, you likely think people are insane for spending the money to buy Valrhona. So the whole "you get what you pay for" issue, I think, is sometimes a lot of marketing magic at work. Not always, of course. There are truly quality differences but they often don't justify the price differential.
When I was in college, my friends loved when we hosted a party because I served "good" drinks. That meant Smirnoff vodka, Jack Daniels, etc. I had one friend who swore she hated vodka. After one party at my place, she changed her mind. Once she tasted Smirnoff she realized it wasn't that she didn't like vodka. She just didn't like crap vodka. Today, however, you hardly ever see anyone serving Smirnoff. Everyone is serving Grey Goose, which as I noted earlier, costs 2-3 times more. Guess what. Smirnoff still tastes just as good as it did in 1985 but people have relegated it to the bottom shelf.
Coffee is certainly another example of this. Every house you walked into in 1970 had a can of Maxwell House on the counter. Now, forget that. Nobody buys that anymore. It's all about "premium" brands.
This has a lot to do with the "you get what you pay for" concept because perception plays a big role in this. If you're happy with Maxwell House coffee, you probably don't see the value in buying 100% Kona beans. If you are satisfied with your Chevy, you aren't likely to find a BMW appealing. If your favorite chocolate is Hershey's, you likely think people are insane for spending the money to buy Valrhona. So the whole "you get what you pay for" issue, I think, is sometimes a lot of marketing magic at work. Not always, of course. There are truly quality differences but they often don't justify the price differential.
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