Our brains say yes, according a study by Professor Hilke Plassmann, Chaired Professor of Decision Neuroscience and Associate Professor of Marketing at INSEAD. People appeared to enjoy wine they’re told is expensive more than wine they’re told is cheap - even if it’s exactly the same wine.

<p>Our brains say yes, according a study by Professor Hilke Plassmann, Chaired Professor of Decision Neuroscience and Associate Professor of Marketing at INSEAD. People appeared to enjoy wine they&rsquo;re told is expensive more than wine they&rsquo;re told is cheap - even if it&rsquo;s exactly the same wine.</p>

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