Thursday, May 08, 2008

People like cheap wines that are labeled expensive

Here is wine research:
The researchers scanned the brains of 21 volunteer wine novices as they administered tiny tastes of wine, measuring sensations in the medial orbitofrontal cortex, the part of the brain where flavor responses apparently register. The subjects were told only the price of the wines. Without their knowledge, they tasted one wine twice, and were given two different prices for that wine. Invariably they preferred the one they thought was more expensive.
The best wines are the cheap wines that have been relabeled as expensive wines.

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