The effect was based on the story of the famous French Denis Diderot. In his essay “Regrets on Parting with My Old Dressing Gown”, he tells how an unexpected, exquisite dressing gown changed his view on his other ordinary processions, led him to upgrade everything he owns, and the extravagant spending eventually led to debts.
I suspect this was not only a consumer behaviour phenomenon (similar to Pseudo-Set Framing, but also likely triggered identity change in Diderot. For example, if tea is not your thing, discovering a beautiful tea mug in a department store probably wouldn’t inspire you to explore the world of tea.