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Price excites us more than taste
16 Jan 2008
A study has found that the more we pay for wine the more we enjoy the taste. Using brain scanners scientists found that when people were given two identical red wines they experienced more pleasure when tasting the one they were told was more expensive. In the initial experiment volunteers rated five glasses of the same cabernet sauvignon which they were told cost from $US5 to $US90 a bottle. They liked the $US5 wine the least and the $US90 wine the most according to scans measuring the activity of the brain in the area that detects pleasure.
Sydney Morning Herald, 16/1/2008
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