Price labels influence our liking of wine: The same wine tastes better to participants when it is labeled with a higher price tag. Scientists from the INSEAD Business School and the University of Bonn have discovered that the decision-making and motivation center in the brain plays a pivotal role in such price biases to occur. The medial pre-frontal cortex and the ventral striatum are particularly involved in this. The results have now been published in the journal “Scientific Reports”.