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Your Brain Lying to You About Wine — The Stanford MRI Experiment Pt. 3

6 min•11 juni 2026

Guest: Claire Wang (Pricing Strategist) 

Upcoming Book: The Price of Influence — September

Topics covered:

  • The Stanford/Caltech MRI wine experiment — identical wines, different price tags, measurably different brain activity
  • The "marketing placebo effect" — believing you paid more makes you genuinely enjoy more
  • Journal of Wine Economics blind tasting study: untrained drinkers preferred cheaper wine without context
  • The pricing "sweet spot" — too cheap triggers quality suspicion, too expensive reads as a ripoff
  • Why wine never speaks for itself — storytelling as a sales and perception tool
  • How knowing the winemaking process increases personal enjoyment

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