(via BBC) Researchers at the California Institute of Technology have shown that a person's enjoyment of wine can be heightened if they are simply told that it is an expensive one + researchers also managed to pass off a $90 bottle of Cabernet Sauvignon as a $10 bottle and presented a $5 as one worth $45 + the volunteers' brains were scanned to monitor the neural activity in the medial orbitofrontal cortex - the area of the brain associated with decision-making and pleasure in terms of flavour + higher ratings were given to the more 'expensive' wines + according to Oliver Johnson, CEO of the UK-based Wine Society, the volunteers appeared to have been associating the price of the wine with prestige + they were expecting it to be a good vintage, with a good label, even though they didn't have that information + Johnson says this response was common with certain prestige products such as clothing, cars and, nowadays, handbags + other viewpoints @ http://news.bbc.co.uk/2/hi/americas/7187577.stm
It's amazing + I think it could be applicable to the gem and jewelry sector.
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