Price changes your enjoyment of wine, researchers find

New research has found people enjoyed a wine more when given an inflated price.

Three Italian wines retailing at about £8, £25 and £50 were given to 140 participants in groups at a University of Basel open evening. Some people were given false prices.

‘ The cheapest wine was rated as more pleasant when presented as four times its actual price,’ said researchers, writing in the journal.

Professor Jens Gaab, a researcher at the university, told ‘Context is important. The mind is a beautiful thing, able to bend the truth to the point where expectations fit the reality.’