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还是贵的好喝?大脑“嫌贫爱富”以价论酒

2017-08-16 07:23:19   新华网

俗话说,一分价钱一分货。德国波恩大学和法国英士国际商学院的一项研究显示,人的大脑也是这样想的,认为价高的葡萄酒口感胜过便宜酒。

研究人员征募平均年龄30岁的15名男性和15名女性为志愿者,让他们躺在磁共振成像扫描(MRI)仪内,然后向志愿者口腔内注入1毫升红酒,要求他们评估红酒口感,再让他们用清水漱口,随后注入同一种红酒……反复多次。

美国每日科学网站14日援引研究牵头人、波恩大学贝恩德·韦伯的话报道,营销的安慰剂效应有上限,如果一种非常劣质的葡萄酒定价100欧元(约合784.7元人民币),那么可以预见,这种效应将会消失。因此,研究人员选用了零售价12欧元(94.2元人民币)的一种优质红酒。实验中,志愿者每次品尝红酒前都会先看到随机显示的零售价,比如3欧元(23.5元人民币)、6欧元(47元人民币)、18欧元(141.3元人民币)。为了让实验显得更真实,研究人员事先给志愿者一张45欧元的购物卡,每品尝一次红酒,就按显示价格扣除相应金额。

参与研究的英士国际商学院希尔克·普拉斯曼说,不出所料,志愿者觉得价格高的红酒口感优于便宜红酒,至于红酒必须花钱购买还是免费获赠并不影响这种评价。

磁共振成像扫描结果显示,当志愿者品尝所标价格更高的红酒时,大脑前额叶皮质的中间部位和腹侧纹状体被激活得更明显。这两个区域都关联奖赏和激励。韦伯解释说,更高的价格使得大脑奖赏和激励系统被激活得更明显,从而提高对口感的期待,最终认定口感更佳。(黄敏)【新华社微特稿】

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