Episode Details

A researcher bakes a single batch of brownies and serves identical pieces on a napkin, a paper plate, and a piece of fine bone china. Same brownie. Completely different reactions. People thought the one on china tasted richer, more sophisticated — and they’d pay almost double for it. In this episode, Toby tells the full story behind one of behavioural science’s most famous food experiments, unpicks the fascinating principle it reveals about how we assign value to things, and shows you exactly how to apply it to your estate agency — from your property photography to your office frontage to the way you present a market appraisal.

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