The more wine costs, the more people enjoy it, regardless of how it tastes, a study by California researchers has found.

Researchers at the Stanford Graduate School of Business and the California Institute of Technology found that because people expect wines that cost more to be of higher quality, they trick themselves into believing the wines provide a more pleasurable experience than less expensive ones.

Their study, published on Monday in the Proceedings of the National Academy of Sciences, says that expectations of quality trigger activity in the medial orbitofrontal cortex, the part of the brain that registers pleasure.

This happens even though the part of our brain that interprets taste is not affected. While many studies have looked at how marketing affects behavior, this is the first to show that it has a direct effect on the brain.

The researchers said that when 20 adult test subjects sampled the same wine at different prices, they reported experiencing pleasure at significantly greater levels when told the wine cost more. At the same time, the part of the brain responsible for pleasure showed significant.