Bir şeyin fiyatı ne kadar yüksekse ondan aldığınız haz da o kadar yüksektir. Deneylerin sonucu bunu gösteriyor.
90 dolarlık şarabı 10 dolar ve 90 dolar olarak etiketlemişler. Deneklere hangi şarabın daha güzel olduğunu sormuşlar, çoğunlukla 90 dolarlık şarap denmiş. Ama her iki şişede de aynı şarap var, 90 dolarlık. Deney yapılırken deneklerin beyni fMRI teknolojisiyle takip edilmiş. 90 dolarlık şarabı içerken beynin daha fazla haz aldığı görülmüş.
“Since people generally expect higher-priced wine to taste better, Rangel was not surprised when volunteers he recruited to sip a series of wines labeled only by price rated a $ 90 bottle as better than another wine in the series that was marked as costing just $ 10. But Rangel had cheated: those two wines, perceived as disparate, were actually identical— they were both from the $ 90 bottle. More important, the study had another twist: the wine tasting was conducted while the subjects were having their brains scanned in an fMRI machine. The resulting images showed that the price of the wine increased activity in an area of the brain behind the eyes called the orbitofrontal cortex, a region that has been associated with the experience of pleasure. So though the two wines were not different, their taste difference was real, or at least the subjects’ relative enjoyment of the taste was. How can a brain conclude that one beverage tastes better than another when they are physically the same? The naive view is that sensory signals, such as taste, travel from the sense organ to the region of the brain where they are experienced in a more or less straightforward fashion. But as we’ll see, brain architecture is not that simple. Though you are unaware of it, when you run cool wine over your tongue, you don’t just taste its chemical composition; you also taste its price.” (1)
(1) Mlodinow, Leonard (2012-04-24). Subliminal: How Your Unconscious Mind Rules Your Behavior (Kindle Locations 397-408). Random House, Inc.. Kindle Edition.