Study: People associate wine taste with price

January 14, 2008 According to a small study from the California Institute of Technology, people enjoy wine more when they think it is expensive.

Scientists had 20 volunteers sip wines that carried different price tags. Participants underwent brain scans during the taste tests.

Two of the samples were the same wine. But one was marked with a cheap price tag and the other showed a higher price.

Researchers say the testers brains showed more pleasure associated with the higher priced sample than the lower one.

The study finds people's expectations of how good something should be can outweigh reality.

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