Data & Research January 16, 2008
Mind Over Matters
They say you get what you pay for – but maybe it just feels that way.
Reported by Nevin E. Adams
Researchers from the California Institute of Technology and Stanford’s business school have directly seen that the sensation of pleasantness that people experience when tasting wine is linked directly to its price. And that’s true even when, unbeknownst to the test subjects, it’s exactly the same Cabernet Sauvignon with a dramatically different price tag.