ARE OUR BRAINS WIRED TO EQUATE HIGHER COST WITH BETTER FLAVOR?

Winchester, VA – The Daily Mail is reporting on a study that was done by the INSEAD Business School and the University of Bonn which explored what happens in the brain when people taste what they believe is cheap wine, and what happens when they taste what they believe is expensive wine. 30 participants lay in an MRI scanner and were given two separate tastes of the same average to good quality wine. They were shown the assigned prices of the wine before being given the taste. When the wine prices shown were higher, the areas of the brain associated with reward and motivation were activated, meaning that the brain is assigning a flavor to the wine which has more to do with its cost than its actual flavor.

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