Study: People associate wine taste with price

April 28, 2009 6:43:49 AM PDT
If it costs more it tastes better. At least, that may be the case when it comes to wine. 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.