Online Dictionary, Encyclopedia and Thesaurus. Free access.: "Does Expensive Wine Taste Better?
Researchers studying marketing's effect on brain activity claim that a person's enjoyment of a product is dependent on the item's price tag. They found that when people are told they are drinking expensive wine, their brains' pleasure centers become more activated. This elevated brain activity can be observed even when inexpensive wine is being sampled. When test subjects tasted the same wine twice—and were told once that it was a $90 bottle and once that it was a $10 bottle—their brains registered more pleasure activity during the expensive sampling trial. Such data indicate that expectations play a large role in the experience of pleasure.