Go Back   Natural Medicine Talk > Health > Mental Health

Reply
 
Thread Tools Display Modes
  #1  
Old 01-15-2008, 06:14 PM
Harry Hirsute's Avatar
Harry Hirsute Harry Hirsute is offline
Lecturer
 
Join Date: Apr 2006
Location: Propecia, CA
Posts: 1,839
Harry Hirsute will become famous soon enough
Default Interesting Example of the Placebo Effect

Quote:
In a study that could make marketing managers and salespeople rub their hands with glee, scientists have used brain-scanning technology to shed new light on the old adage, "You get what you pay for."



Researchers from the California Institute of Technology and Stanford's business school have directly seen that the sensation of pleasantness that people experience when tasting wine is linked directly to its price. And that's true even when, unbeknownst to the test subjects, it's exactly the same Cabernet Sauvignon with a dramatically different price tag.

Specifically, the researchers found that with the higher priced wines, more blood and oxygen is sent to a part of the brain called the medial orbitofrontal cortex, whose activity reflects pleasure.

Brain scanning using a method called functional magnetic resonance imaging (FMRI) showed evidence for the researchers' hypothesis that "changes in the price of a product can influence neural computations associated with experienced pleasantness," they said.

The study, by Hilke Plassmann, John O'Doherty, Baba Shiv, and Antonio Rangel, was published this week in the Proceedings of the National Academy of Sciences.
http://www.news.com/8301-13580_3-984...l?tag=nefd.pop
Reply With Quote
Reply
Please reply to this thread with any new information or opinions.

Thread Tools
Display Modes


Similar Threads
Thread Thread Starter Forum Replies Last Post
Aspartame's effect on serotonin? ss4vegeta1 Nutrition 12 05-14-2010 08:50 AM
acupuncuture and animals.. boy that placebo effect sure works scorpiotiger Alternative Therapies 2 03-09-2009 01:36 AM
Watermelon and the Viagra Effect liverock Heart Health 1 11-18-2008 10:02 PM
The Lotus Effect Arrowwind09 Chitchat 0 09-21-2008 07:45 PM
Resveratrol's Effect on Lipids Harry Hirsute Heart Health 0 02-17-2008 06:23 PM