$90 wine tastes better than $10 wine -- even if it's the same wine.
This story will have wine merchants and advertisers jumping for joy -- but wine snobs will either confess ignorance (not very likely) or scramble for rationalization. Researchers at the California Institute of Technology and Stanford's business school have linked the enjoyment people experience drinking wine directly to the price tag. That proved to be the case, even when drinkers were unaware it was exactly the same Cabernet with drastically different price tags. We're talking pleasure centers of the brain here, not just the subjective blather we've learned to ignore from wine snobs. So keep buying your two-buck Chuck, but if you really want a great wine slap a high price tag on it. Me, I'll have the ninety-buck Chuck.
For more about the study, click here.