I too think Rodney may have a point. I resently read, that a study had been conducted where a brain scan was made during wine tasting. When the subjects were told, that the wine was expensive, the center in the brain related "enjoyment" (pardon my limited vocabulary) showed more activity, than when they were told it was a cheap wine! (Related to this: A brewery wanted to test the apeal of their new label. So at a show they served the same beer in differently labelled bottles and asked the tasters which they preferred. The label did make a difference)
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