Why expensive wine appears to taste better: It's the price tag

Monday, August 14, 2017 - 10:22 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 have discovered that the decision-making and motivation center in the brain plays a pivotal role in such price biases to occur. The medial pre-frontal cortex and the ventral striatum are particularly involved in this.

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