‟IT‛S CALLED GOSSIP AND OF COURSE IT‛S AN OBSESSION OF MINE” -ANDY WARHOL

  ”Now it’s scientifically proven: we really do enjoy expensive things more. In an experiment conducted by Antonio Rangel at the California Institute of Technology, the brains of 20 volunteers were scanned using functional magnetic resonance imaging while they tasted five different wines costing $5 to $90 a bottle. But Rangel fibbed, telling them that the cheap wine was the most expensive, or giving the same price to two different wines. The scanner showed consistently that the flow of blood to the part of the brain that registers pleasure, the medial orbitofrontal cortex, increased when the price was declared to be high, not according to the quality of the wine. In case this got attributed simply to the ignorant palates of the volunteers, Rangel repeated the experiment with members of the Stanford University wine club and got widely similar results."

-The Art Newspaper
March 13 2008