Would you be able to tell the difference between a bargain bin red and a top drop? Or how about what separates a duck paté … from one made of dog food?

Perception is everything when it comes to marketing, and decades of neuroscience and psychology research have given businesses ever greater insights into how we can make decisions and how they can subtly shape our expectations so that yes – even dog food paté can become appealing.

But the ramifications of this power may be pushing companies into unethical territory.