Can cheap wine taste great? Brain imaging and marketing placebo effects — ScienceDaily

Can cheap wine taste great? Brain imaging and marketing placebo effects — ScienceDaily.

“When consumers taste cheap wine and rate it highly because they believe it is expensive, is it because prejudice has blinded them to the actual taste, or has prejudice actually changed their brain function, causing them to experience the cheap wine in the same physical way as the expensive wine? Research in the Journal of Marketing Research has shown that preconceived beliefs may create a placebo effect so strong that the actual chemistry of the brain changes.”