Pricier Wine Tastes Better

A recent study shows that raising the price of wine makes it taste
better. When tasting wines they’d been told cost more,
testers’ brains showed more pleasure than when drinking cheaper
wines…even when the wines were exactly the same! The
study’s lead author is California Institute of Technology
economics professor Antonio Rangel.

mp3

http://www.wnyc.org/shows/lopate/episodes/2008/01/23/segments/92291

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