Price labels influence our liking of wine: The same wine tastes better to participants when it is labeled with a higher price tag. Scientists from the INSEAD Business School and the University of Bonn have discovered that the decision-making and motivation center in the brain plays a pivotal role in such price biases. The medial prefrontal cortex and the ventral striatum are particularly involved in this. The results have now been published in the journal Scientific Reports.
Continue reading...
No comments:
Post a Comment