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Expensive tastes: All in your mind
Today's hip wine pros (sommeliers, neighborhood wine shop owners, etc.) tell us that the price of a wine is not always indicative of its relative quality. Just drink what you like, they say. That may well be good advice. Press coverage -- and high ratings -- can catapult a wine's price above less well-known wines. But who cares? Turns out, we really do like the more expensive stuff more no matter what.
According to a study published in the Proceedings of the National Academy of Sciences, price tags affect how much you like the wine you drink. Researchers hooked people up to some sort of brain scanning device to monitor their pleasure while drinking identical wines. The catch: They were told one was a very pricey wine and the other was a bargain wine. The brain scans said they liked the "expensive" one more. Given the same test -- sans pricing info -- drinkers showed a preference for the lower priced wines.
But haven't restaurants known this for years?
READ MORE: http://www.chicagotribune.com/news/chi-nat_wine_15jan15,0,746109.story
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