WASHINGTON – Want people to like your product more? Raise the price.

That seems to be the lesson from a new study in which people were asked to taste wines marked with different prices.

Researchers scanned the brains of the testers and found that the part
of the brain that records pleasure lit up more for the more pricey
vintages.

And that was true even when – unknown to the testers – they were
sipping a wine that they had liked less when it had a lower price tag.