Why Your Brain Thinks This Wine is Better Than That Wine

Next time you think about splurging on that fancy red wine for Great Aunt Rita’s visit, don’t feel bad if you can’t afford it.

We’re not suggesting you pour Franzia into a crystal glass and tell her it’s Napa’s finest. But chances are, if she thinks you’re serving her a great vintage, she’ll taste one.

Yep. The human brain is cunning like that.

Research shows that areas in the brain associated with pleasure are more active when people sip what they think is an expensive wine than if they sip what they think is a cheap wine. That’s true even if it’s exactly the same wine.


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