Study: Wine tastes better when you think it costs more

Tuesday, August 22, 2017 06:01PM
Study: Wine tastes better when you think it costs more - Alicia Vitarelli reports during Action News at 4:30 p.m. on August 22, 2017.


A recent study asks all the wine lovers out there: Are the expensive bottles more delicious? Or are you savoring each sip based on how much you spent?

The European study finds that wine tastes better if you think it's more expensive.

Researchers in Germany had people taste test various average-quality wines with fictional prices. They then used MRIs to track the brain's response to sipping wine.

Across the board, people said the wine with higher prices tasted better. They believe the higher the price creates an increased expectation of better flavor.

They say the perception of the wine also did not hinge on whether participants had to pay for it or not.

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