Apparently we think we do…even if we don’t. A new study by the California Institute of Technology suggests that our brain equates price with pleasure.

Twenty volunteers had their brains “wired” using a real-time type of MRI. They were given 5 different brands of cabernet sauvignons to taste and rate, each with a different price. Or so they thought… There were actually only three different wines tested, with two of them priced both at the high end and low end.

The results: the wines were ranked by price, with the “most expensive” being everyone’s top choice. No surprise you say?

Here’s the cool part. The MRI imaging showed that the brain’s “pleasurable experience” activity had increased with the price!

Want to make your customers happy…sell them your top-of-the-line system!