Want people to like your product more? Raise the price.
That seems to be the lesson from a new study in which people were asked to taste wines marked with different prices.
Researchers scanned the brains of the testers and found that the part of the brain that records pleasure lit up more for the more pricey vintages. That was true even when, unknown to the testers, they were sipping a wine that they had liked less when it had a lower price tag.
Antonio Rangel and colleagues at California Institute of Technology thought perceptions of higher price meaning higher quality could influence people, so they decided to test the idea.