Study: If You Pay More, You Think Things Are Better

It's a [Apple?] marketing expert's dream; if you want people to like your product more, charge a higher price. Hilke Plassmann, et al, writing in PNAS, had test subjects undergo functional MRIs while they sipped wine. They were given 5 wines at 5 different prices. Except there were only 3 wines. 2 were identical and just had different prices.

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