The article states, “Expensive wine is like anything else that is expensive, the expectation it will taste better actually makes it taste better.” The hypothesis is that the brain links the higher price to an increased expectation for a reward and in turn, changes our perception.
When prices are higher, there is increased activity in the _________ of the brain which is associated with the experience of reward and motivation.
Prefrontal cortex
Basal ganglia
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