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Jan14
Wine Tricks a Sober Brain

 

Researchers at Stanford and the California Institute of Technology in Pasadena just reported that inflated wine prices will trick the brain. The sober brain!
wine.jpg
This study appears to affirm what we’ve already suspected … that expectations people bring to an experience ... will impact how that experience comes out in the end. Have you seen it happen?

In this case ... researchers inflated prices of wines … and then observed the brain’s activity related to perceptions of pleasure.

Preferences were shown by brain wave patterns as highest when wines came with inflated prices.

Could that be how Sotheby's sold a jeroboam of 1945 Chateau Mouton Rothschild for $310,700 in a New York auction? Most would agree that the research here ...  is far wider reaching than mere wine tasting preferences.

What does this study say about marketing … ethics … and fair pricing…  where you work?

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4 Comments/Trackbacks




I guess it proves that something is worth only what someone will actually pay for it. And that worth is driven by perception, not reality.

Other than that, I have a bottle of '89 Dom De Louise I'll sell you... :-D

Actually, I guess you could say it's not the wine that tricks the sober brain, but the buyer's perception!

Wine isn't the only thing that tricks the sober brain, Bob!

Bob and Robyn -- It's clear to see that you two brainy people have far too much time on your brains this week:-) You make us laugh though!

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