Wine tastes better if you think it's expensive, study says

- Ever wonder why sipping on a glass of wine at the bar feels more lavish than uncorking a bottle at home? According to a new study, it's because vino tastes better when we think it’s more expensive.

Researchers from the INSEAD Business School and University of Bonn in Germany teamed up to test a gender-split focus group of 30 individuals, who sampled wines at various price points. Lying down in an MRI scanner, participants were shown how much the wine cost and tried it through a tube in their mouths, then rated the quality of taste. Between tastes, participants rinsed their mouths with a neutral liquid before moving on the next sample, but what they didn’t know was that they were tasting identical wines, just with different fictional prices.

“As expected, the subjects stated that the wine with the higher price tasted better than an apparently cheaper one,” said Professor Hilke Plassmann, study co-author.

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