The article discusses the concept of relative value in consumer behavior, illustrating how we often justify our spending by comparing it to pricier options. It highlights aligote, a white grape in Burgundy, as an example of how a lesser-known product can provide satisfaction without the steep price tag associated with more popular varieties like chardonnay. Despite its historical undervaluation, aligote is now gaining traction and recognition, demonstrating that even overlooked options can have their moment in the spotlight.
Relative value is a way of convincing ourselves that we're saving money by comparing the cost of something to alternatives that are even pricier—whether it's a soap or rent. It’s a rationalization we all engage in.
Aligote, a lesser-known grape variety in Burgundy, historically suffered from low demand and poor attention from growers, leading to underwhelming wines. Yet today, it’s gaining recognition and starting to be celebrated.
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