“This experiment clearly showed that the subjects’ preferences for the wines used in the study were strongly influenced by what they believed the wines had cost, and that this calculation was processed in a specific part of the brain.”
And it gets, er, funnier:
“(Mantonakis and her colleague Bryan Galiffi even showed that consumers significantly tended to prefer the products of wineries with hard-to-pronounce names!)”
There's also some interesting info about preferred label shapes / colours (The Semiotics of Wine Labels! LOL).
For the record, I hate wine and don't drink it.