Researcher Suggest That Higher Price Of Wine Tricks Mind Into Thinking It Tastes Better


Researcher Suggest That Higher Price Of Wine Tricks Mind Into Thinking It Tastes Better
San Antonio Food Delivery

A newly published research at nature by researchers at the INSEAD Business School and the university of Bonn found that price tags sway our tastebuds- or rather our medical pre-frontal cortex and ventral striatum – and trick our brains into thinking the higher the price, the better the hooch.

The study raises some obvious questions — first and foremost, how do you drink wine while lying down and not end up with cabernet in your ears? How many wines are we talking? And what’s INSEAD?

Answer: The test subjects saw a price tag, then sipped a single milliliter (slightly less than ¼ teaspoon) of wine through a tube. After they rated each wine on a one to nine-point scale, they rinsed their mouths and tasted the next wine — which was actually the same wine, a $14 red, with a different price tag.

(Via – MercuryNews)

The more expensive the test subjects thought the wine was, the more excited the medial pre-frontal cortex became and the better the subjects thought the wine tasted.