小橋 昭彦 2008年1月17日
Tasters’ Brains Show More Pleasure at Pricier Wines
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.

同じワインでも、値段をつけかえておいたら、脳の喜びを感じる部分は、高い値段のもののときにより活性化したって。
人間はやはり脳で味わうんだなあ。

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