An excellent wine, yet to be branded

Enrique Sacau

viernes, 25 de enero de 2008

Londres, domingo, 20 de enero de 2008.

The Royal Opera House, Covent Garden. Giuseppe Verdi, La traviata. Richard Eyre, original production. Patrick Young, revival director. Bob Crowley, designs. Jane Gibson, director of movement. Jean Kalman, lighting design. Ermonela Jaho (Violetta Valéry), Monika-Evelin Liiv (Flora Bervoix), Kostas Smoriginas (Marquis d’Obigny), Eddie Wade (Baron Douphol), Mark Beesley (Doctor Grenvil), Ji-Mi Park (Gaston de Letorières), Jonas Kaufmann (Alfredo Germont), Sarah Pring (Annina), Neil Gillespie (Giuseppe), Dmitri Hvorostovsky (Giorgio Germont). The Royal Opera Orchestra & Chorus. Renato Balsadonna, chorus director. Maurizio Benini, conductor.

Under the title “Hitting the Spot: Pricing and the Brain”, the Science & Technology section of The Economist published an article on 18 January which discussed the direct relationship between paying higher prices for things and enjoying them more. ‘People’, the article says, ‘do not just say they enjoy expensive things more than cheap ones. They actually do enjoy them more’. The weekly paper substantiates this statement by referring to scholarly papers which studied the brain activity of a number of subjects while they were sampling wines. The results show that these people enjoyed the same wine better when they were told it was expensive (hence, they thought, better). According to the scientists involved in this research, there are two possible explanations for this phenomenon: one related to survival strategies and the other one to the…

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