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Alasan Wine Mahal Terasa Lebih Enak Banyak orang menilai,wine atau minuman anggur mahal akan terasa lebih enak. Sementara itu, ilmuwan telah menemukan, label harga yang lebih tinggi pada botolwine dapat menyebabkan persepsi pada otak untuk mengelabui daerah pemrosesan rasa. Fenomena ini disebut "efek plasebo pemasaran". Seperti plasebo, obat ini memiliki efek semata-mata karena sifat dasar seperti istilah "kualitas tergantung harga". Namun, sejauh ini belum jelas bagaimana informasi harga pada sebotolwine yang lebih mahal juga dianggap memiliki selera yang lebih baik ketika sampai di otak. Bernd Weber, salah satu peneliti dari Universitas Bonn di Jerman, meneliti bagaimana harga yang berbeda diterjemahkan ke dalam pengalaman rasa yang sesuai pada otak, bahkan jikawine tersebut rasanya tidak berbeda. 30 peserta mengambil bagian dalam penelitian ini, 15 di antaranya adalah perempuan dan 15 lainnya adalah laki-laki dengan usia rata-rata sekitar 30 tahun. Peserta kemudian berbaring dalam pemindai MRI sehingga memungkinkan aktivitas otak dicatat secaraonline saat para peserta mencicipiwine . Setiap kali penelitian, harga wine ditunjukkan terlebih dahulu baru kemudian sekitar satu mililiter wine diberikan kepada para peserta melalui sebuah tabung di mulut mereka. Para peserta kemudian diminta menilai melalui sebuah tombol pada skala satu sampai sembilan poin seberapa baikwine tersebut. Mulut mereka kemudian dibilas dengan cairan netral dan sampel wine lainnya diberikan untuk kembali dirasakan.
Peneliti melakukan tes menggunakan rata-rata untuk anggur merah berkualitas seharga 12 euro. Di pemindai MRI, hargawine ini ditunjukkan secara acak seperti 3, 6 dan 18 euro.
"Seperti yang diharapkan, subjek menyatakan bahwawine dengan harga yang lebih tinggi terasa lebih enak daripada yang harganya lebih murah," kata Hilke Plassmann dari INSEAD Business School di Prancis.Wine identik memberikan pengalaman rasa yang lebih baik jika dikaitkan karena harganya. Pengukuran aktivitas otak pada scanner MRI mengkonfirmasi hal tersebut dan tim peneliti juga menemukan, semua bagian korteks pre-frontal medial dan juga striatum ventral pada otak akan lebih aktif saat ditunjukkan harga yang lebih tinggi. "Sistem penghargaan dan motivasi diaktifkan lebih signifikan dengan harga yang lebih tinggi dan tampaknya meningkatkan pengalaman rasa dengan cara ini," tutup Weber.