Imagine that you are shopping for a few bottles of wine for your next dinner party. You probably aren’t going to buy from the cheapest selections. You don’t want your guests to think you are a cheapskate, or that you have such a low opinion of them that you’d serve them plonk. Besides, you are a Neuromarketing reader, and you know that real quality aside, wines we think are expensive taste better. Most likely, you’ll move away from the cheap stuff and opt for something mid-priced. And, if your guests are particularly important to you, you may choose an even more expensive wine.

Well, there’s good news for wine lovers on a tight budget: it turns out that expensive wine doesn’t always taste better. Peter Martin of the Canberra Times sent a link to an article he wrote with some findings that will surprise a few of you. Can you guess the one circumstance when expensive wine doesn’t beat the cheap stuff? […]