Your reaction to the price on a bottle of wine or another product is partly a response to how powerful you feel, according to a new study in the Journal of Consumer Research.
"The degree to which one feels powerful influences which type of price comparison threatens their sense of self-importance and, in turn, affects the perception of price unfairness," write authors Liyin Jin, Yanqun He (both Fudan University), and Ying Zhang (University of Texas, Austin).