Part II ~ Non-Sensory Factors and The Psychology of Quality | The brain and illusions |

Non-Sensory Information
It is a common assumption that whether or not we like a wine is determined by its sensory attributes such as taste and aroma. But a wine is loaded with non-sensory stimuli as well, which the brain is processing even before the cork is pulled. Why else does a wine taste great on a Tuscan hillside, in romantic company but when you return home and buy a bottle, you realize it’s a modest Chianti?