Drinking wine in an MRI

How to measure the effect that price has on perceptions of pleasure?

Although researchers have used fMRI scans in recent years to gauge brain activity, the study is one of the first to test subjects as they swallow liquid—in this case, wine—through a pump attached to their mouths

More here.

This research was supported with grants from the National Science Foundation and the Gordon and Betty Moore Foundation.

Comments are closed.