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.

The research, along with other studies the authors allude to, are putting a serious dent in economists’ notions that experienced pleasantness of a product is based on its intrinsic qualities.

“Contrary to the basic assumptions of economics, several studies have provided behavioral evidence that marketing actions can successfully affect experienced pleasantness by manipulating nonintrinsic attributes of goods. For example, knowledge of a beer’s ingredients and brand can affect reported taste quality, and the reported enjoyment of a film is influenced by expectations about its quality,” the researchers said. “Even more intriguingly, changing the price at which an energy drink is purchased can influence the ability to solve puzzles.”

Article by: Stephen Shankland

Thomas Keller is a world famous chef. At the age of  52-years old, the French-American chef has won countless awards. His restaurants have been top ranked in Michelin stars including the highest three stars for the  French Laundry in Napa Valley, California, and the gourmet New York eatery Per Se.

Keller participated in an interview with Reuters. He spoke about his cooking philosophy, favorite dishes and the most difficult thing about being a chef.

When asked what was his cooking motto, Keller replied, “One of our overriding philosophies is the law of diminishing returns, which is: the more you have of something the less you like it. We establish our compositions based on the view that when you are finished with a dish, you wished you had one more bite. That way you have reached the highest flavor for that dish and it becomes memorable.”  Full article

It seems like everyday we hear about another food that is bad for us and pushing us another step closer to the grave. But wait, maybe there is a silver lining after all.  As the holiday season winds down, most of us ponder all the food we devoured and notice those extra pounds around the mid-section.

We’ve all heard how chocolate, french fries and Burgandy wine are not wise choices for our health. However, that may be not true after all. Inhaling a box of chocolates isn’t wise, but just a small portion a day may actually help prevent cancer and stave off weight gain. Where do I sign up?  To learn more and see nine surprisingly healthy foods ….. Full article

Your favorite high-end restaurant has perfect ambiance, impeccable service, and the the food is to die for. The problem is you can never get in to some of the best restaurants because they’re almost always booked well in advance.

In Napa CA.,  the French Laundry restaurant is booked sometimes two months in advance, making it frustrating for anyone dying to eat there. It just received two stars from the Michelin Guide, so those reservations will be even harder to come by.  The trick is to keep calling and get on their email wait list hoping for a cancellation notice.

The French Laundry, isn’t alone.  Take a look at ten top restaurants where finally getting a reservation can feel like a gift from above. Full article

Ever got sticker shock looking at an upscale restaurant’s menu? How about shelling out $150 just for a last-minute cancellation of a dinner reservation?  You will at “Masa”, the sushi temple in Manhatten – New York.

Although eating out in New York is expensive, it palls compared to other cities around the world.  London tops the list with an averga edinner check of $79, according to the 2008 Zagat survey.  Paris is second at $74 and Tokyo third at $70. New York patrons only average $39.  Full article

Avid wine lovers know that it’s not the price the wine that dictates its availability, but its production and limited supply.  A case of 2003 Chateau Mouton Rothschild can be found for around $3,000.

But try to locate a Chateau Le Pin 2004, which can go for $7,000, and you’re going to be out of luck. Full article

Human beings love food and we’ve always had a very complicated relationship with food. Following the non-stop news of worldwide famine, human history has actually been characterized by too little to eat rather than too much.

Ever wonder why our appetite is such a powerful driver of our behavior, and more importantly, how can we reel it in? Full article

You are what you eat… or in this case drink. Cocktails come in all kinds of different colors and tastes.

What is your favorite? Here’s ten to think about the next time you order one.
Full article

Resist its medal-winning amber ales and piney India Pales Ales and instead select a 12-pack of short, wide 11-ounce bottles, also known as “stubbies.” They’re the kind Grandpa cradled, and they’re filled with an old-style liquid he would’ve loved. Full article

This first hand account of delicious fresh lobster rolls made my mouth water as I surfed the internet for airfares to Boston’s Logan International Airport. The Maine coast is well known as the ultimate mecca of lobster fishing. There are many local haunts that makes Cape Cod and the beautiful, surrounding bays the top summer getaway for many East Coast families. When I return to The Cape, the very first words out of my mouth when being served fresh lobster is will it be, “mayo or butter?” Full article

Glasses of juice may go down more easily and more quickly than bowls of fruit, but if you drink them, beware. Your body is less likely to register the calories they contain, and you may end up overindulging. So drink up! >Full article