Want to make good inexpensive wine even tastier? Put an expensive price tag on it, according to researchers.
The region of the brain associated with subjective perceptions of pleasantness, or orbitofrontal cortex for those in the neurological know, lighted up more strongly in people who thought they were drinking pricier Cabernet Sauvignon, even when they were falsely labeled cheap bottles, according to a study in the Proceedings of the National Academy of Sciences.
