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I'm pretty sure most people don't know about the powers of expectations, or priming (http://en.wikipedia.org/wiki/Priming_(psychology)), as it's called in psychology.

The article just aims to bring that concept to light. It's also a little jab to those who consider themselves "connoisseurs" of anything, wine tasting, televisions, food, or otherwise... because not knowing about one of the most influential forces in your opinion as a "connoisseur" really makes you "not so smart".

I'm pretty sure wine tasters do know about this, on some level - after all, all reputable wine shows do their tasting blind.

That puts them ahead of audiophiles, then, many of whom believe that blind testing is inherently flawed, and it's sighted testing that reveals the true sound of the amplifier.

As proven by the editor of Stereophile, because if the blind tests were right, how come he likes this other amplifier better? http://www.stereophile.com/asweseeit/705awsi

Blind tasting in itself is meaningless. The real deal would be blind tasting + repeatable results.

I can't speak for wine, but beer has similar licensing that involves a thorough blind tasting test. The tasting is not to judge good or bad, but to identify variety classifications and various properties of each beer. The results are repeatable since it's a test that can be passed with enough preparation.

Exactly. And even for those people who _do_ know, it can be useful to be reminded of just how powerful it can be.

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