She gave a great talk about how context matters and how the details in which an item is presented shapes how you think about it. How you taste wine depends on how much it costs, what your friends have told you about a musician impacts your taste for their music, etcetera.
This is all crucially important, and Beggs concluded by stating that she is bringing it all up in the hope that we might, with more awareness, be a bit more rational.
This discussion leads to an interesting philosophical point to ponder- if we can be fooled into liking things more, it's not necessarily bad if such fooling ourselves actually increases happiness. In my talk, I pointed out that this is a risky proposition because context and expectations are constantly changing, so you can't guarantee that you will be able to keep fooling yourself indefinitely.
Economists such as Dan Ariely have evidence that the placebo effect of products is stronger if the products have a higher price point. This is, of course, irrational in an economic sense, but it leads to an interesting thought exercise- for example, a lot of people say that pharmaceuticals are too expensive and that the world would be better off if drug prices were lower. I wonder what these people would say if they knew that the lower prices would actually make people the drugs less effective.