The Price Of Pleasure

A study in the Proceedings of the National Academy of Sciences found that people who were told the wine they were drinking was from a $90 bottle showed increased activity in the area of the brain that registers pleasure, even if the wine was two-buck chuck. “People believe that more expensive prices are correlated with higher quality,” explains Antonio Rangel, the lead author of the study. Please, pretend you paid $1,500 to read this. Now read it again. See how much more you enjoyed it?

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