Your expectations have a huge effect on your subjective perceptions. One thing I've found is that wine tastes better to me in a "proper" glass, i.e. one with a large bowl and thin walls. But I have no idea whether this is a "real" effect or all in my head because there's no way to do a blind comparison. On the other hand, does it really matter? You can suck all the pleasure out of just about any activity by overthinking it.