I agree. We're emotional creatures and our emotions are driven by perception. A wine that is thought to be expensive in a beautiful setting will be enjoyed more

I agree. We're emotional creatures and our emotions are driven by perception. A wine that is thought to be expensive in a beautiful setting will be enjoyed more than that same wine thought to be inexpensive, drank out of a plastic cup in the back of MacDonald's. Same wine - different emotional experience. Also, there is something to delaying gratification that can enhance the experience, and adding a certain kind of ceremony around the act will help too. In "Jiro Dreams of Sushi", it isn't just about the sushi. It's about the experience of knowing that you're being served by a craftsman who dedicated his life to perfecting his craft and being served in the way that he deems enhances the flavor. Rationally, it's silly, but we're emotional beings most of the time. Trump won largely because of emotion - it wasn't really a rational decision that the electorate took.