When tasting the wine out of the $10 bottle, the medial orbitofrontal cortex - an area of the brain that is strongly related to experiences of pleasure - showed only very little activity. When the exact same wine was poured out of a $90 bottle however, this brain area showed levels of activation which indicate that the participants were indeed drawing much more enjoyment from the same wine this time around. In other words, the price tag seemed to have a real physiological influence on the taster's taste experience.
[...] Interestingly enough, the primary taste areas show no significant differences in activation for the different experimental conditions.
