The Science of “Champagne Taste”

A new study finds that when you see something of value, your brain essentially sees dollar signs. The effect occurs even if you don’t consciously realize the objects worth. “It’s as if the visual system is telling you how valuable something has been to you in the past,” said John Serences, the lead researcher of the study, “and telling it to you like it is, even though you can’t consciously identify it.”

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