Archive for January, 2008

Brain Science & Wine

Monday, January 14th, 2008

My friend Thierry sent me a link to the following article from the BBC:

I would have loved to have been the researcher who wrote up the grant proposal for this one. Researchers at the California Institute of Technology have shown that there are influences (ala brain scans) on the ‘taste’ of wine based on if someone is convinced that a wine is more expensive. An excerpt:

The volunteers’ brains were scanned to monitor the neural activity in the medial orbitofrontal cortex – the area of the brain associated with decision-making and pleasure in terms of flavour. Higher ratings were given to the more “expensive” wines.