Your medial orbitofrontal cortex may be lying to you!

A new study published in the Proceedings of the National Academy of Sciences found that the more expensive a wine is, we believe that we are having a better time drinking it- regardless of how it tastes.

Researchers at the Stanford Graduate School of Business and the California Institute of Technology found that activity is triggered in the part of the brain that registers pleasure called the medial orbitofrontal cortex- even though our taste buds may not necessarily be enjoying it as much as our brain is.

We are expecting wine to taste better because we spent so much money!



Lets hope the marketing wiz's in the wine world don't hear about this study.

To read the full article at Reuters.com click here