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Just Raise Your Price

Name: Just Raise Your Price
Uploaded: 2026-01-27T01:00:00+00:00
Duration: 21 s
Channel: Shanli Liu, CPA, CTP
Description: In this brief YouTube clip, speaker Shanli Liu, CPA, CTP, recounts a consumer‑psychology experiment where participants tasted three wines labeled as…

27 Jan 2026 · 0 min

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0:21

In this brief YouTube clip, speaker Shanli Liu, CPA, CTP, recounts a consumer‑psychology experiment where participants tasted three wines labeled as cheap, medium‑priced, and expensive. The participants consistently rated the cheap‑labeled wine as the worst, the medium‑priced as average, and the expensive‑labeled wine as the best, even though the cheap and expensive wines were actually the identical product, merely presented in different packaging. Liu uses this finding to argue that price functions as a powerful cue for perceived quality, and suggests that simply raising a product’s price can make consumers like it more.

Researchers actually had people try a small price wine, a medium price wine, and expensive wine and rate them. And people said this was the worst, this was the middle, and this was the best. But the crazy part is, is that the expensive wine and the cheap wine were the exact same wine. They just put them in a different sleeve. That means that for us, if you just want people to like your stuff more, maybe just raise your price.