Tuesday, January 22, 2008

Higher Wine Prices Boost Drinking Pleasure

According to researchers at Stanford, people will trick themselves into thinking a wine tastes better if they know it cost more.
The researchers said that when 20 adult test subjects sampled the same wine at different prices, they reported experiencing pleasure at significantly greater levels when told the wine cost more. At the same time, the part of the brain responsible for pleasure showed significant activity.
This is kind of a "Duh!" study but still interesting nonetheless that it has been confirmed.


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