"no event or object is ever experienced in perfect, objective isolation. It is instead subject to our past experiences, our current mood, our expectations, and any number of incidental details—an annoying neighbor, a waiter who keeps banging your chair, a beautiful painting in your line of sight. With something like wine, all sorts of societal and personal complications come into play, as well..
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Expectations, ... can influence our experience in two interrelated ways. There is the conscious influence, ... Then there are the unconscious factors
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people’s expectations of a wine’s price affected their enjoyment on a neural level: not only did they report greater subjective enjoyment but they showed increased activity in an area of the brain that has frequently been associated with the experience of pleasantness.
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Even your ability to pronounce a winery’s name can influence your appreciation of its product—the more difficult the name is to pronounce, the more you’ll like the wine.
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Expectations seem to matter on a fundamental level: they may affect the physiology of taste itself.
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And a product, in turn, isn’t just the object itself: it’s everything we know about it."
Trechos retirados de "What We Really Taste When We Drink Wine"
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