Episode 293 - Finding a fly in you drink, plus placebos on the brain - Ignobel Prize ’18 Part 2

Can a single fly ruin a drink? How long does the fly even need to be in there to destroy the quality and taste? How does a fly even manage to ruin your sense of taste? These important questions were answered by the winners of the Ignobel Prize 2018 in Biology. 

Does having a more expensive label on something make it feel 'better' to eat, drink or use? What's going on in our brain when the "Label Placebo" effect takes hold? If you're an expert are you more easily swayed by the placebo than a regular person?

1. "The Scent of the Fly," Paul G. Becher, Sebastien Lebreton, Erika A. Wallin, Erik Hedenstrom, Felipe Borrero-Echeverry, Marie Bengtsson, Volker Jorger, and Peter Witzgall, bioRxiv, no. 20637, 2017.
2. Marketing actions can modulate neural representations of experienced pleasantness, Hilke Plassmann, John O'Doherty, Baba Shiv, Antonio Rangel, Proceedings of the National Academy of Sciences Jan 2008, 105 (3) 1050-1054; DOI: 10.1073/pnas.0706929105
3. Goldstein, R., Almenberg, J., Dreber, A., Emerson, J., Herschkowitsch, A. and Katz, J. (2008). Do More Expensive Wines Taste Better? Evidence from a Large Sample of Blind Tastings. Journal of Wine Economics, 3(01), pp.1-9.
4. Liane Schmidt, Vasilisa Skvortsova, Claus Kullen, Bernd Weber, Hilke Plassmann. How context alters value: The brain’s valuation and affective regulation system link price cues to experienced taste pleasantness. Scientific Reports, 2017; 7 (1) DOI: 10.1038/s41598-017-08080-0
5. Trei, L. (2018). Price changes way people experience wine, study finds. [online] Stanford University. Available at: https://news.stanford.edu/news/2008/january16/wine-011608.html [Accessed 15 Sep. 2018].