
In the study, 139 diners at an all-you-can-eat buffet were given the choice of either a $4 option or an $8 option — but, both groups were served the same food. The subjects were asked to rate their enjoyment of the food several times throughout the meal as well as their emotions after they had finished.
The data showed that those who paid more for their meal enjoyed it 11% more than the budget group, even though both groups were served the same food.