Summary: Researchers reveal how our brain’s reward system tricks us into thinking a more expensive bottle of wine tastes better. When a bottle costs more, the reward center in the brain plays a trick on us. Previous work from INSEAD Associate Professor of Marketing Hilke Plassmann’s research group did show that a higher price, for instance for chocolate or wine, increased the expectation that the product will also taste better and in turn affects taste processing regions in the brain. “However, it has so far been unclear how the price information ultimately causes more expensive wine to also be perceived as having a better taste in the brain,” says Prof. Bernd Weber, Acting Director of the Center for Economics and Neuroscience (CENs) at the University of Bonn.
If you are told a wine is expensive, it tastes better, scientists say
Yahoo News UK
People think the same glass tastes better when it's more expensive
