Resultatet tyder på, at de fleste mennesker sagtens kan smage, at der er tale om dyre vine, selv når prisen var kunstigt lav. Intensiteten blev nemlig som oftest oplevet som højere hos vinene af højere kvalitet.
Det sker i hjernen ved afhængighed af stoffer. Indtag af euforiserende stoffer som kokain fører til langvarige ændringer i de neuroner, der producerer dopamin. Dette leder til en afhængighed, der er svær at komme af med - selv lang tid efter, at man er stoppet med at tage stoffer.
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