Maybe this link will help
http://arstechnica.com/journals/thum...2007/2/19/7116

For some who compared an expensive cables over cheap ones say that there is a difference. But I say its only psychological. Syempre you know that you shell out a lot of money for that and you expect it to perform well over the cheap ones.

Packaging also affect the buyer. If you're in an HT shop and saw 2 brands side by side. Chances are that you'll pick up the better packaging and built of the cable. As for me I read HT forums before I get HT gear and look for the best reviews at affordable price.