The Chivas Regal effect refers to the belief that the higher the price of a product, the higher its perceived quality. This is often seen in the consumer market, where people may be more likely to believe that a product is of higher quality if it has a higher price tag. This can be especially true for luxury goods, such as high-end brands of Scotch whisky like Chivas Regal. People may associate the higher price of these products with a certain level of prestige or exclusivity, and may be more likely to perceive someone as successful or sophisticated if they are seen consuming these products. However, it is important to note that price is not always an accurate indicator of quality, and people should consider other factors when making purchasing decisions.