But what was unexpected was that these researchers did MRI brain imaging while the people were drinking the wine, and not only did they say they enjoyed the more expensively labeled wine more -- their brain actually registered as experiencing more pleasure from the same wine when it was labeled with a higher price tag.
Ali neočekivana stvar je bila da su istraživači obavljali MRI slikanje mozga dok su ispitanici pili vino, i ne samo da su rekli da su više uživali u vinu s višom cijenom, već je i njihov mozak registrirao više zadovoljstva od istog vina kad je bilo označeno kao skuplje.