Apparently the price of wine heavily influences how much people enjoy it. A team of researchers at Stanford and CalTech set out to prove this, and gave testers two glasses of wine to try. One was a “$90” glass of wine, and the other a “$10” glass of wine. What the subjects didn’t know was that these two glasses of wine were actually identical.
“Specifically, the researchers found that with the higher priced wines, more blood and oxygen is sent to a part of the brain called the medial orbitofrontal cortex, whose activity reflects pleasure,” reports CNET.