Heike Plassmann

German neuro-economist whose fMRI study found that telling wine drinkers an identical cheap wine cost significantly more produced a genuine, measurable increase in brain-scanned enjoyment — not merely a stated preference. See Plassmann Wine Price fMRI Study.

Discussed in

• Episode 19 — 19- Why marketing is vital- not a nice to have

Related

• Framing Effect
• Plassmann Wine Price fMRI Study