Expensive taste

February 2008
Pharmaceutical Representative;Feb2008, Vol. 38 Issue 2, p10
The article presents a study which revealed that part of the brain that responds to pleasant experience reacted to expensive wines than to cheap wines in the U.S. The research also found that the testers' brains that undergone magnetic resonance imaging (MRI) shown more pleasures when drinking the higher-priced wines. The researchers suggested that the brain might compute experienced pleasantness that involves integrating the sensory properties of the substance being used.


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