Why expensive wine appears to taste better

Monday, August 14, 2017 - 08:52 in Psychology & Sociology

Price labels influence our liking of wine: The same wine tastes better to participants when it is labeled with a higher price tag. Scientists from the INSEAD Business School and the University of Bonn have discovered that the decision-making and motivation center in the brain plays a pivotal role in such price biases. The medial prefrontal cortex and the ventral striatum are particularly involved in this. The results have now been published in the journal Scientific Reports.

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