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this post was submitted on 30 Mar 2026
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With wine, the price literally affects how we perceive the taste of the wine. https://www.gsb.stanford.edu/insights/baba-shiv-how-wines-price-tag-affect-its-taste
Although this research came out before the fMRI debacle...
What fMRI debacle?
I remembered hearing about it. Turns out there was this published in 2016 which I'm pretty sure was the issue I heard about. https://www.vice.com/en/article/fmri-scanner-study-flawed-pnas-anders-eklund/
As to whether anything more came of this I'm not sure.