According to Master of Wine Tim Hanni's research into food and wine pairing, the more emotionally invested you are in selecting a particular wine to match with a particular food, the more likely you are to perceive that match as working well. Hanni cites this as a psychological phenomenon, and a "self-fulfilling prophecy of wine and food matching, not an experiential reality."
Joe Roberts is the creator of the popular & award-winning website 1WineDude.com, which publishes wine reviews, interviews, & entertaining Op/Ed commentary on the wine world. He lives in Pennsylvania with his wife Kerri, daughter Lorelai Kate, and their oversized Italian mastiff Brunello. You can follow his exploits (and witty “mini” wine reviews) on twitter at twitter.com/1winedude & facebook at facebook.com/1winedude.