english: But what was unexpected was that these researchers did MRI brain imaging while the people were drinking the wine, and not only did they say they enjoyed the more expensively labeled wine more -- their brain actually registered as experiencing more pleasure from the same wine when it was labeled with a higher price tag.
non_english: Nepričakovano je bilo to, da so strokovnjaki naredili MRI, torej slikali možgansko delovanje med pitjem vina. Testiranci niso samo rekli, da jim je bilo dražje vino bolj všeč, tudi njihovi možgani so zaznali večji užitek pri uživanju istega vina, ki je bilo le označeno z dražjo ceno.