You’ve just won a free bottle of wine! Would you like a $10 bottle or a $100 bottle? Which one do you think will taste better?
The answers to these questions seem glaringly obvious to us – but to our primate cousins, “more expensive” doesn’t mean “better.” That’s what a team of researchers led by Yale psychologist Laurie Santos discovered when they sent a group of monkeys on a shopping spree.
In studies on humans, researchers have found that people almost always choose