Researchers from Cal Tech and Stanford published an interesting study last month on the idea that people derive greater pleasure from an item if it carries a high price tag - regardless of the item's true value.

In this study, researchers asked subjects to taste five wine samples labeled in price from $5-$90 a bottle.  The catch – two of the wines were presented twice.  The $90 wine was presented both as a $90 bottle and a $10 bottle.  Same for the $5 bottle, which was identical to the $45 bottle.

Not only did the tasters prefer the more expensive wines in both cases, but their brains registered more activity in the area of the brain that corresponds to pleasurable experiences.

Original Article