According to the study conducted by Plasssman et al. (2008), a group of participants sipped wine while their brain activity was being recorded using fMRI. In one condition, they were told that the wine cost $10 a bottle; in another condition, they were told it cost $90. The same wine was served in both conditions. According to the results, brain activity in the:

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CThe study by Plassmann et al. (2008) found that participants' brain activity in the orbitofrontal cortex, an area associated with pleasure and reward, increased more when they believed they were drinking more expensive wine, even though the wine was the same in both conditions. Additionally, the primary taste cortex, which is involved in the perception of taste, also showed increased activity, indicating that the participants' subjective experience of the wine's taste was influenced by its perceived price.

According to the Study Conducted by Plasssman Et Al