When a bottle costs more, the reward center in the brain plays a trick on us

August 15, 2017

Price labels influence our liking of wine: The same wine tastes better to participants when it is labeled with a higher price tag.

"Price labels influence our liking of wine: The same wine tastes better to participants when it is labeled with a higher price tag. Scientists from the INSEAD Business School and Prof. Dr. Bernd Weber, member of DietBB, University of Bonn have discovered that the decision-making and motivation center in the brain plays a pivotal role in such price biases to occur. (...)"

https://www.uni-bonn.de/news/189-2017

Publication: Liane Schmidt, Vasilisa Skvortsova, Claus Kullen, Bernd Weber und Hilke Plassmann, How context alters value: The brain’s valuation and affective regulation system link price cues to experienced taste pleasantness, Scientific Reports, DOI: 10.1038/s41598-017-08080-0

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