News

Study finds price of wine can affect its taste

A bottle of wine's price tag can influence drinkers' palates, according to a new study by the Stanford Graduate School of Business and the California Institute of Technology.

If a person is told they are tasting two different wines and that one costs $5 and the other $45 when they actually are the same wine, the part of the brain that experiences pleasure will become more active when the drinker thinks they are enjoying the more expensive vintage, the study states.

"What we document is the price is not just about influences of quality, but it can actually affect real quality," said Baba Shiv, professor of marketing at Stanford.

Shiv was among a group of researchers who used functional magnetic resonance imaging to conduct the study. They tested the subjects as they swallowed several different Cabernet Sauvignons through a pump attached to their mouths.

Eleven male graduate students at the California Institute of Technology participated in the study.

— Bay City News Service

Comments

 +   Like this comment
Posted by sally
a resident of Midtown
on Jan 21, 2008 at 9:56 am

"Eleven male graduate students at the California Institute of Technology participated in the study."

Caltech students are not very representative of the general population. If they repeated this study on people that actually enjoy (and can afford) nice wines, would they get the same result?


 +   Like this comment
Posted by TJ Shopper
a resident of Another Palo Alto neighborhood
on Jan 21, 2008 at 11:10 am

Two Buck Chuck seems to prove this one, but its fans may now be doing the reverse psychology bit.


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