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.
Men hvad var uventet var, at disse forskere lavede MRI hjerne skanninger mens folk drak vinen, og ikke nok med at de sagde, at de nød den dyrere vin mere -- deres hjerne viste faktisk at de oplevede mere nydelse fra den samme vin, da den var mærket med en højere pris.