OPINION: Broadcaster Steve Allen looks at the issues of today

PUBLISHED: 11:50 21 August 2017


I’m not a cheapskate, I’m using psychology

Do you ever use the phrase wine o’clock? If so, you probably annoy your friends on social media, but also new research from Germany may be of interest to you. They have looked at what makes a wine taste nice.

I like this story as it means the wine I had last night was technically research and I can claim it back against tax.

I needed a drink last night. I got the train home and Waterloo is a nightmare. I finally get what that Abba song was about.

If I had to go through there every day I think I’d surrender too.

The research found that expensive wines are tastier. You maybe thinking, “Duh,” but that statement is true even when it’s the same wine in all the glasses. Tell someone the wine is more expensive and it triggers the reward centre in the brain and the drinker enjoys it more.

This is great. It means when I buy store-own tomato ketchup and decant it into a fancy brand bottle, I’m not being a cheapskate, I’m using psychology.

It’s like how I do my weekly shop in a budget supermarket but my bags for life are from the top end places. I’m activating my reward centre.

And also, life is a long time. If I’m teaming up with a bag for life, I want something that’s not budget range. I’ve got hope, I’ve got dreams.

The news of the German research comes out as we hear millions of rail users in the UK will see the price of regulated rail fares rise by up to 3.6 per cent in January.

Now we know the same shoddy, frequently delayed, cancelled and overcrowded service is now worth 3.6pc more, that German research says we should enjoy the journeys more.

• Tune into Steve’s Friday show on Time 107.5 FM at 2.15pm for the weekly local paper review with the Recorder.

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