Ah, the power of expectations. According to a new study, if you expect the video quality of whatever you're watching to be great, you'll think it is.

Two groups of 30 people watched the same video clip, individually, on the same television. Half were told to expect a better experience thanks to HD technology, an impression backed up by posters, flyers and an extra-thick cable connected to the screen. The other half were told to expect a normal DVD signal.

Of course, the group expecting HD reported a far better viewing experience, saying it was clearer and crisper than standard def. It wasn't, of course. This basically explains why Monster Cable is still in business. [New Scientist via Consumerist]

Send an email to Adam Frucci, the author of this post, at adam@gizmodo.com.