Hande

“As the machine scanned the blood flow in the various regions of their brains, the tasters were informed of the cost of each wine sampled. The sample started with a $5 wine and progressed to a $90 bottle. Interestingly, as the price of the wine increased, so did the participant's enjoyment of the wine. Not only did they say they enjoyed the wine more but their brain corroborated their feelings, showing higher spikes in the regions associated with pleasure. Little did the study participants realize, they were tasting the same wine each time.”
― Nir Eyal, Hooked: How to Build Habit-Forming Products