segunda-feira, 18 de outubro de 2010

De uma "carta aos editores" do Journal of Wine Economics, assinada por Jeffrey Postman e incluída no recente (2010) vol. 5, nº1; pp. 184-187 (link) —

A study by Plassman et al. from the California Institute of Technology and the Stanford Graduate School of Business (Plassmann, 2008) has a direct bearing on this question. In that experiment, 20 relatively-naïve wine drinkers were presented with five cabernet sauvignon wines while in an MRI brain scanner and were asked to rate them on a scale of 1 to 6. Before being given each sample, they were told the price of the wine. Unknown to the subjects, there were only three different wines. Two wines were presented twice. The first was a $90 bottle but they were told on some occasions that it cost $90 and on some that it cost only $10. A $5 bottle was presented as either $5 or $45. The result was not simply that the participants preferred the same wine when it cost more, but they showed increased neural activity in the orbitofrontal region of the cerebral cortex, an area postulated to monitor the pleasantness of an experience. Thus, not only did they say that they liked the pricier wines better, there was evidence that they actually enjoyed them more.

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