Researchers from the Department of Physiology at Laval University in Quebec invited a test group for a free lunch. The subjects were asked to rate 10 types of sandwiches on the basis of taste. As long as the meal was free, the good-tasting sandwiches went first.
When the same people were invited back, this time there were price tags on the sandwiches, with the best-tasting ones selling at the highest prices.
This time, the people chose food they didn't like in order to save money, the study found.