WRT the wine example, I've always noticed that, for those averse to spending money on wine (aka me), the second least expensive was the predominate choice. You

WRT the wine example, I've always noticed that, for those averse to spending money on wine (aka me), the second least expensive was the predominate choice. You want to minimize cost, but not appear "cheap." This article suggests that restauranteurs are aware of this "second cheapest syndrome": http://www.mentalfloss.com/blogs/archives/18811 http://www.mentalfloss.com/blogs/archives/18811