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Researchers found that the price paid for something impacts the way we taste and enjoy it. For example, paying a lot more money for the same bottle of wine gives the drinker more pleasure because the higher price causes more blood and oxygen to be sent to the part of the brain responsible for feeling pleasure. – WTF Fun Facts

Source: https://www.cnet.com/news/study-90-wine-tastes-better-than-the-same-wine-at-10/