People prefer Expensive Wines over Cheap one, Here’s why


Expensive wines appear to be tastier, said one scientist who did research that a higher price tag on the bottles attempts to trick human brain into thinking that the higher the price of wine the better it tastes.

A survey was conducted at the University of Bonn and INSEAD Business School, where thirty participants took part in the study, of which 15 were women and 15 were men, with an average age of around 30 years. The test was conducted using an average to good quality red wine with a retail bottle prize of 12 Euros. But told them that they were being served three different wines costing three, six and 18 Euros respectively.

The wine tasting took place lying down in an MRI scanner, allowing brain activity to be recorded ‘online’ while participants were tasting the wine. They were given just one millimeter of wine through a tube in their mouth. And then were asked to rate via a button on a nine- point scale how good the wine tasted to them.

After one sample their mouths were then rinsed with a neutral liquid and the next identical wine sample was given for tasting.

From the results it was clear that the participants found the wine with the higher price better than an apparently cheaper one, said Hilke Plassmann from the INSEAD business school in France who is one of the lead authors of the study.

However, researchers weren’t able to gauge how much one can change the dependency of the brain on the price if one tries to train it.

The test indicate that all parts of the medial pre-frontal cortex and also the ventral striatum were activated more when prices were higher and apparently increases the taste experience in this way.

The measurements of brain activity in the MRI scanner confirmed that when prices are higher, it leads us to believe that it must be better than the other cheaper wines.