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If you want to impress your dinner party guests with expensive wine that you can t afford, lie to them about the price of cheap plonk.  According to a team of experts at Basel University in Switzerland, cheap wine is perceived as more pleasant when we re told it s expensive. The researchers tested volunteers with three Italian red wines, ranging in price from £8, £25 and £50 – but the prices were incorrectly marked.      When the cheapest wine was given deceptively high pricing, it was judged the most pleasant of the three, performing 20 per cent better in the taste test.    However, taste intensity wasn t distorted by an incorrect price, suggesting the punchiness of an outstanding bottle of wine can t be hidden. 

Fattoria le pupilleJens gaabAshley adamsonSchool of public health researchBasel universityTenuta argentiera villa donoratico bolgheriArgentiera villa donoratico bolgheriFood qualityProfessor ashley adamsonPublic health researchஆஷ்லே ஆடம்சன்பள்ளி ஆஃப் பொது ஆரோக்கியம் ஆராய்ச்சிபேசல் பல்கலைக்கழகம்உணவு தரம்ப்ரொஃபெஸர் ஆஷ்லே ஆடம்சன்பொது ஆரோக்கியம் ஆராய்ச்சி