Expensive Wine "Tastes Better" - KCBD NewsChannel 11 Lubbock

1/15/08

Expensive Wine "Tastes Better"

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What makes a good wine? Could it be just the price tag? Researchers at the California Institute of Technology used brain scans on wine tasters to find this out.

Instead of the testers knowing the label or anything about the wine, they only knew the price. In reality, that wasn't even true. Researchers made up the prices. Sometimes they tested the same wine twice, once as an expensive wine, and again as an inexpensive wine.

They found that the participants were more likely to enjoy the wine if they knew it was expensive, and the brain scans backed that up. The area of the brain involved in pleasure was more active when the testers thought they were drinking a pricey wine.

This study is published in the Proceedings of the National Academy of Sciences.

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