by kleinbl00

But maybe it’s not about the wine at all. Maybe you can actually taste the money. A 2008 paper found that telling people a wine cost more than it did resulted in more positive reviews from the drinkers. But, moreover, a higher faux price increased “blood-oxygen-level-dependent activity in medial orbitofrontal cortex, an area that is widely thought to encode for experienced pleasantness during experiential tasks.” More expensive wine may actually taste better, for literally no other reason than the price on its sticker.