So I was listening to the TED Radio Hour podcast while on a road trip this weekend (a road trip that included stops at Carton and Kane, by the way). I came across an episode called "Brand Over Brain" which brings together a couple of TED talks that try to explain why humans like what they like and the differences between real and perceived value. My mind immediately went to beer and the "whalez bro" crowd, of course. There's no talk about Heady of Hunahpu in the episode, but there actually is a bit of discussion about Pappy Van Winkle, so it's easy to see how all of these concepts directly apply to our beloved hobby. I do my fair share of hunting, mostly involving trips and vacations as opposed to trading or truck chasing. That said, I do also really enjoy a nice Two Hearted or a Fat Tire fairly often. I'm not trying to claim that I am above these very human tendencies to assign value to things that are rare or tied to cool experiences (Zombie Dust is my #1 beer), but I do think that my general awareness of how our brains work does help me recognize that a lot of the "shelf beers" we all take for granted really are just as good as the whales we spend so much time chasing down. Anyway, I thought this was a very interesting listen and hope you all enjoy it as well: http://www.npr.org/programs/ted-radio-hour/308752278/brand-over-brain
I haven't listened to the program (will when I have a chance) but I think this phenomenon may apply differently to different styles of beer. For example, with IPAs I absolutely believe that there are some easily obtainable, year-round beers that can compete with the "hyped" limited releases that everyone can't stop talking about on here. Barrel aged stouts and barleywines? I'm not so sure. We all have our favorites, but I think the top-rated, most sought-after beers have reached that status for good reason. Sure, hype plays a role but there's probably greater disparity between the best and worst of these. There are certainly some under-the-radar gems, but that's probably as much due to limited distribution as anything else. The herd mentality is pretty fascinating though. And the anti-herd mentality, which is basically the flip side of the same coin.
I don't study up on how the brain works, but common sense has gotten me to the same elevated position re: two hearted and "shelf" beer in general. Psychologist beer advocates must have amazing self-control.
For the record, I meant Heady OR Hunahpu in the OP. Although Heady OF Hunahpu might be an interesting beer itself. I do highly recommend giving this a listen. Human behavior is fascinating. Even the most rational among us do all kinds of whacked out, crazy stuff simply because that's how our brains are wired. Also, these concepts aren't completely discrediting the value of rare, perceived to be "awesome" things. The way your brain is primed to perceive something has a real, tangible affect on how you experience that thing. So, even if in some ground truth, bias free fantasy world we can somehow scientifically establish that Heady = Two Hearted, if I tell you that Heady is better (and I'm in a position of authority or respect) you will actually experience it as better, and like it or not, experience equals reality.
Kind of the same thing that you are saying, but one thing I found interesting in what I've listened to so far was one of the people saying that people aren't wrong for thinking Coke (or whatever product it is) is better than a comparable product. The simple fact that they think it's better actually makes it better, which enhances their enjoyment of it. Which makes sense, since part of the value we place in something is how much we enjoy it, even if that is based more in perception than in reality (whatever that is). Also, the part about Goering's Vermeer is pretty funny. Also made me think of the movie Tim's Vermeer, which is a pretty fascinating documentary.
TED talks are always cool and these definitely make a good point. I found it interesting without any prompting Spurlock's mind went to beer advertising. For Guinness.
I don't know what my brain is ever up to. Sometimes it takes vacation without notice. Other times the way references and coincidences converge, it provides inspiration that is a marvel for sure. I'm at my best down around Lake Townsend looking for spear points, and pulling nice quartz crystals from a spot about 1/2 mile from my house. I'm easy to please and keep good beer at the house.
I actually think I would pay a bit more for the same beer if I actually thought it was better. The problem is I cann't do the experiment. I would need 2 of me for a control.
I agree with much of what you said and it's a major reason why I'm a big fan of having family or friends set up blind tastings. Let your taste decide what you like; purely taste and not something else.
People can fool themselves into liking something unpleasant too. In the cognitive psychologist Dan Ariely's Predictably Irrational he writes about one experiment wherein he took a craft beer and added vinegar to it and then told the college kids some blurb about what a good trendy beer it was and it actually impacted opinions for the positive. (interesting chapter)
Pappy van Winkle has tons of bias. (1) They're going to use the best barrels for their premier whiskies. (2) Few if any brewers "call out" by name a whiskey which is AT LEAST 12yrs old. Even 5050 eclipse which calls out the most labels by name, typically (ever?) does not have an age statement averaging "at the minimum" 12+ years.
