WASHINGTON: Apparently, raising the price really does make the wine taste better.
At least that seems to be the result of a taste test. The part of the brain that reacts to a pleasant experience responded more strongly to pricey wines than cheap ones - even when tasters were given the same vintage in disguise.
Antonio Rangel and colleagues at California Institute of Technology thought the perception that higher price means higher quality could influence people, so they decided to test the idea.
They asked 20 people to sample wine while undergoing functional MRIs of their brain activity. The subjects were told they were tasting five different cabernet sauvignons sold at different prices.
However, there were actually only three wines sampled, two being offered twice, marked with different prices.
A $90 wine was provided marked with its real price and again marked $10, while another was presented at its real price of $5 and also marked $45.
The testers' brains showed more pleasure at the higher price than the lower one, even for the same wine, Rangel reports in the online edition this week of Proceedings of the National Academy of Sciences.
In other words, changes in the price of the wine changed the actual pleasure experienced by the drinkers, the researchers reported.
On the other hand, when tasters did not know any price comparisons, they rated the $5 wine as better than any of the others sampled.
"We were shocked," Rangel said by telephone. "I think it was because the flavor was stronger and our subjects were not very experienced."
2 comments:
"20 people" probably means "20 Caltech Juniors who just turned 21 and think drinking expensive wine will help them get dates." Still, the power of suggestion is considerable...
yeah, the last paragraph explains a little as to why the 5 buck wine was tops...nonetheless, the overall conclusion doesn't necessarily surprise me (we consistently rate the most $$$ wines in our group always as the best!) Perhaps we need to mix it up a little more - besides disguising the price, switch up the order.
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