Monkeys not fazed by brand names at Christmas

By Mary Ward ·

New research has shown that monkeys are able to recognise value for money.

A recent study, performed by researchers at Yale University, concluded that Capuchin monkeys did not associate higher cost with higher quality, unlike their human counterparts.

Researchers conducted tests that showed humans consistently preferred the taste of wine poured out of an expensive bottle over the same wine poured from the bottle of a no frills brand.

However, when the experiment was repeated using food and Capuchin monkeys that had been trained to associate certain token values with different food types, the results were different. The monkeys were able to understand differences in price, but they did not associate higher prices with a better product.

The results are reported in online journal Frontiers in Psychology.

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