What is it about wine that makes us feel special? Is it the aroma, the unique taste, the funny-feeling you get when you’ve had your own bottle, or is it the high-price that gives us a rush of sophistication and a feeling of importance?
Interestingly, the pleasure we take in sipping a glass of vino in strongly tied to the price tag it bears. The same wine can be set in two cups, tagged with two prices, and the higher of the two will reign supreme in the pleasure centers of our brain. This study of neuroeconomics may influence restaurants and retailers alike but it comes with a caution sign — some of us feel more guilt over the high tab and will choose less expensive wine to suit our wallets.