An article in today's New York Times provided details of a Cal Tech study that showed that the perception that higher price means higher quality could influence people. If this was simply a study that showed the wine tasters will assign higher scores to a wine they think is more expensive, I would say file this one under "D" for "DUH."
However, these researchers took it a step further and actually had the tasters undergo a functional MRI while tasting the wine. The results demonstrated that the tasters actually experienced more pleasure when they had a wine that they thought was more expensive. Fascinating stuff.
Their next study will involve perceptions of pain. I think I'll not volunteer for that one.
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