Transcripts

"Last Word"- The Value of High Prices

SUSIE GHARIB: And finally tonight, if you want people to think you're selling a superior product, charge them a lot of money. A new study finds people associate higher quality with higher prices. Researchers at the California Institute of Technology scanned the brains of 20 people as they sampled wine. They found the part of the brain that indicates pleasure increased for more expensive vintages. That was the case even when the test subjects were sipping a wine they liked less when it had a lower price tag. So Paul, experts say this helps explain why many people enjoy luxury products.

KANGAS: But the pleasure is somewhat diminished when you get the check.

GHARIB: That is absolutely true.