3 ms·
> registering stronger activity in the region most associated with pleasure (medial orbitofrontal cortex) when participants thought they were drinking a $90 Cab
by mhurron 11y ago
> registering stronger activity in the region most associated with pleasure (medial orbitofrontal cortex) when participants thought they were drinking a $90 Cabernet than when they thought they were drinking a $10 wine
But are they actually enjoying the wine more or are they getting something of a thrill of doing something they never would otherwise be able to separate from enjoyment. Basically, did they feel like they were getting away with something?
- RIMR 11y ago>did they feel like they were getting away with something? I think that's the entire point of $1000+ bottles of wine. They don't taste especially good, but you get a rush from being so mindbogglingly wasteful. I guess it could feel nice to drink a glass of wine that costs as much as a week's income at minimum wage. I'll just get drunk off Yellow Tail though, because I'm not so wealthy as to afford such stupid things.