Posted on 01/14/2008 4:22:00 PM PST by RDTF
STANFORD, California (Reuters) - The more wine costs, the more people enjoy it, regardless of how it tastes, a study by California researchers has found.
Researchers at the Stanford Graduate School of Business and the California Institute of Technology found that because people expect wines that cost more to be of higher quality, they trick themselves into believing the wines provide a more pleasurable experience than less expensive ones.
Their study, published on Monday in the Proceedings of the National Academy of Sciences, says that expectations of quality trigger activity in the medial orbitofrontal cortex, the part of the brain that registers pleasure. This happens even though the part of our brain that interprets taste is not affected.
While many studies have looked at how marketing affects behavior, this is the first to show that it has a direct effect on the brain.
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(Excerpt) Read more at reuters.com ...
I have one of those price sticker things in my house and I like to sticker my bargain basement $10 or less wine bottles with prices like $44.00 and $60.00 and when I have company over, I put these bottles on the table. I ensure I stay away from popular wines that my guests might recognize. They always say that the wine was fantastic.
Opinions vary. I never enjoyed opening a bottle of expensive wine. Box wine works just as well.
I recall the day fondly, the day my self esteem literally zoomed through the roof.
I switched from Boone’s Farm to more expensive Ripple and the euphoria of the breakthrough just carried me away.
Anyway, the moral of this story is that the previous $10 red wines still held their own a month later, given the same circumstances, than than the 'splurged for' $25 bottle.
No kidding.
You also better hope nobody at the table knows anything about wine. Because if I saw $44 on a bottle of Ravenswood Cabernet ($10) I’d laugh at your dumb a$$...
Some of the lyrics:
-------------------
Old red wine Well past its prime May have to finish it After crossing the line
Dusty old wine Two thousand a time An inch of black mud Always left behind
Old red wine Not worth a dime Gonna have to drink it with yer Some other time
Expensive old wine Forty years lying Mice chewed the labels Don't know what we're buying
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Ahhh, to be a rich Rock Star with money to burn, ehhh? /laughs
Wine is destroyed by exposure to oxygen, and I have seldom tasted an opened bottle that was worth drinking even a week later.
-ccm
but Viking will tell ya, the box wine solves all that :^)
Don’t know if you have a Trader’s Joe in your neck of the woods or not, but they sell a lot of good wines for under $10, from all over the world. Even their house brand that sells for under $3 is fairly drinkable (Charles Shaw, or Two Buck Chuck as it is popularly called). The only problem is often times I find a wine I really like a lot , but it always seems to disappear from the shelves forever shortly afterwards.
Bert, Dude! You have no idea. Wait until you try Thunderbird!!!!!
Back home, we call it vinegar. :-)
For your real bargains, try some of the dollar stores in CA.
Quite often they have remarkably good wine, presumably stuff that just didn’t sell well for some reason.
I remember that one.
X on top of the fridge, right?
So’s not to spoil it for latecomers, he cheated.
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