놀라웠던 것은 와인을 마시는 순간에 사람들의 뇌 사진을 MRI로 찍었는데 사람들이 비싼 와인을 선호한다고 말했을 경우 실제로 뇌도 같은 반응을 보였다는 것입니다. 같은 와인인데도 더 비싼 가격표를 보고 뇌가 더 큰 만족감을 느꼈다는거죠.
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.