Berlin, Aug 15 (PTI) Expensive wines appear to be tastier, say scientists who have found that a higher price tag on the bottle causes the reward centre in the brain to trick the taste processing regions. The researchers assessed how different prices are translated into corresponding taste experiences in the brain, even if the wine tasted does not differ. "As expected, the subjects stated that the wine with the higher price tasted better than an apparently cheaper one," said Hilke Plassmann from the INSEAD Business School in France. Identical wine leads to a better taste experience when a greater quality expectation is associated with the wine due to its price. "The reward and motivation system is activated more significantly with higher prices and apparently increases the taste experience in this way," said Weber.

Source: India Today August 15, 2017 07:52 UTC