A 90-U.S.-dollar wine was marked with its real price and again marked 10 U.S. dollars, while another bottle of wine was presented at its real price of 5 U.S. dollars a bottle and also marked 45 U.S. dollars.
The testers' brains showed more pleasure at the higher price than the lower one, even for the same wine, Rangel reports in this week's online edition of Proceedings of the National Academy of Sciences.