Benjamin Wallace looked at world luxuries and howthe price of them relate to our level happiness.
At the end of the talk,
he drew an amazing experiment conducted by researchers from Standford.
3 bottles of the same wine labeled at 3 different price tags
were tested on the subjects.
EXPECTED RESULT
The tasters said that the wine with the more expensive price tag tasted better
A MRI test is conducted while the tasters are drinking the wine.
UNEXPECTED RESULT
The researchers did MRI brain imagine while these people were drinking the wine.
Not only say that they enjoy the "more expensive" wine better,
their brains actually registered more stimuli as experiencing
more pleasure in wine that's labeled with a higher price.
So, I guess you have an answer to the title of this lecture.
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