Wine Study Shows Price Influences Perception

PASADENA, Calif.– A rose by any other name might smell as sweet, but slap on a hefty price tag, and our opinion of it might go through the roof. At least that’s the case with the taste of wine, say scientists from the California Institute of Technology and Stanford University. Professor Antonio Rangel and his colleagues had 20 volunteers taste five wine samples which, they were told, were identified by their different retail prices: $5, $10, $35, $45, and $90 per bottle. Click here to read more.. »