price

A recent wine-related study by the California Institute of Technology concluded that people enjoy higher-priced wines more. It's not just our mental inclination to think a higher priced item is usually better, but a physiological one. Subjects in the study tasted the same wine twice: once with the understanding that the bottle of wine cost $10 and the other $90. When tasting the $90 bottle, more oxygen and blood was sent to the pleasure center of the brain.