But what was unexpected was that these researchers did MRI brain imaging while the people were drinking the wine, and not only did they say they enjoyed the more expensively labeled wine more -- their brain actually registered as experiencing more pleasure from the same wine when it was labeled with a higher price tag.
Interesant este faptul că cercetătorii au analizat imaginile IRM ale subiecţilor în timp ce degustau vinul. Nu numai că subiecţii au spus că le-a plăcut mai mult vinul mai scump dar creierul lor a înregistrat experienţa că fiind mai plăcută pentru cei care au degustat vinul cu preţul mai scump.