People liked the $90 version better. No surprise there. What was interesting was what their brains did as they made these evaluations. When they drank wine from the $90 bottle, there was more activity in the medial orbitofrontal cortex—the mOFC—than when they drank the same wine with a $10 label affixed. The mOFC is a part of the brain whose activity is correlated with pleasure of various kinds
