Pieter Colpaert

And then wine is no exception because a group of German researchers, they found that people's brain activity while they were drinking wine was influenced by the price they were told that wine costs, even when that information was completely fake.

And then wine is no exception because a group of German researchers, they found that people's brain activity while they were drinking wine was influenced by the price they were told that wine costs, even when that information was completely fake.

Yeah. I mean, it wasn't a classic wine tasting. These subjects, let's call them, they were laying down in the scanner, the MRI scanner, and they had test tubes feeding them a milliliter of wine every time.

Yeah. I mean, it wasn't a classic wine tasting. These subjects, let's call them, they were laying down in the scanner, the MRI scanner, and they had test tubes feeding them a milliliter of wine every time.

Yeah. I mean, it wasn't a classic wine tasting. These subjects, let's call them, they were laying down in the scanner, the MRI scanner, and they had test tubes feeding them a milliliter of wine every time.

No, there's not. But they gave all these participants the same wines to drink and then told them different prices. And when people believed that they were drinking a more expensive wine, you saw the areas of their brain associated with reward and pleasure become more active.

No, there's not. But they gave all these participants the same wines to drink and then told them different prices. And when people believed that they were drinking a more expensive wine, you saw the areas of their brain associated with reward and pleasure become more active.

No, there's not. But they gave all these participants the same wines to drink and then told them different prices. And when people believed that they were drinking a more expensive wine, you saw the areas of their brain associated with reward and pleasure become more active.

Yeah, I don't know if they're pretending. I think it's a thing your brain does, you know, and it's a known dynamic because it's not limited to wine. You know, there's a name for this phenomenon. Psychologists have called it the price quality heuristic. which means that we kind of subconsciously associate higher prices with higher quality.

Yeah, I don't know if they're pretending. I think it's a thing your brain does, you know, and it's a known dynamic because it's not limited to wine. You know, there's a name for this phenomenon. Psychologists have called it the price quality heuristic. which means that we kind of subconsciously associate higher prices with higher quality.

Yeah, I don't know if they're pretending. I think it's a thing your brain does, you know, and it's a known dynamic because it's not limited to wine. You know, there's a name for this phenomenon. Psychologists have called it the price quality heuristic. which means that we kind of subconsciously associate higher prices with higher quality.

So that will then kind of affect your actual perception of the product.

So that will then kind of affect your actual perception of the product.

So that will then kind of affect your actual perception of the product.

Yeah, or maybe you should just start charging, see what happens.

Yeah, or maybe you should just start charging, see what happens.

Yeah, or maybe you should just start charging, see what happens.

But you know, I also want to note that the people in this very experiment, they were just kind of like regular, occasional wine drinkers like you and I. They weren't sommeliers or wine experts. So actually, one of the things these researchers didn't test but were interested in is whether you can train your taste buds to reduce those placebo marketing effects. Yeah.

But you know, I also want to note that the people in this very experiment, they were just kind of like regular, occasional wine drinkers like you and I. They weren't sommeliers or wine experts. So actually, one of the things these researchers didn't test but were interested in is whether you can train your taste buds to reduce those placebo marketing effects. Yeah.

But you know, I also want to note that the people in this very experiment, they were just kind of like regular, occasional wine drinkers like you and I. They weren't sommeliers or wine experts. So actually, one of the things these researchers didn't test but were interested in is whether you can train your taste buds to reduce those placebo marketing effects. Yeah.