I'm just going to play a brief video clip.
Pustiću vam kratak video.
Video: On the fifth of December 1985, a bottle of 1787 Lafitte was sold for 105,000 pounds -- nine times the previous world record. The buyer was Kip Forbes, son of one of the most flamboyant millionaires of the 20th century. The original owner of the bottle turned out to be one of the most enthusiastic wine buffs of the 18th century. Château Lafitte is one of the greatest wines in the world, the prince of any wine cellar.
Video: 50,000 £ Petog decembra 1985, flaša 1787 Lafitte je bila prodata za 105 000 £ - devet puta više od prethodnog svetskog rekorda. Gosp. Forbs. Kupac je bio Kip Forbs sin jednog od najupadljivijih milionera 20. veka. Originalni vlasnik flaše je, ispostavilo se jedan od najvećih poznavalaca vina 18. veka. Château Lafitte je jedno od najboljih vina na svetu, vladar svih vinskih podruma.
Benjamin Wallace: Now, that's about all the videotape that remains of an event that set off the longest-running mystery in the modern wine world. And the mystery existed because of a gentleman named Hardy Rodenstock. In 1985, he announced to his friends in the wine world that he had made this incredible discovery. Some workmen in Paris had broken through a brick wall, and happened upon this hidden cache of wines -- apparently the property of Thomas Jefferson. 1787, 1784. He wouldn't reveal the exact number of bottles, he would not reveal exactly where the building was and he would not reveal exactly who owned the building. The mystery persisted for about 20 years.
Bendžamin Valas: I, to je ceo video zapis o tom događaju uvod u najveću misteriju modernog sveta vinarstva. A misterija je nastala zahvaljujući gospodinu Hardiju Rodenstoku. On je, 1985., objavio svojim prijateljima u svetu vinarstava da je ostvario neverovatno otkriće. Neki radnici u Parizu su provalili kroz zid od cigala, i pronasli skriveno skrovište za vino -- koje je očigledno pripadalo Tomasu Džefersonu. 1787, 1784. Nije hteo da otkrije tačan broj flaša, nije hteo da otkrije gde se nalazila zgrada sa skrivenim vinom i nije hteo da otkrije ko je tačno posedovao zgradu. Misterija je potrajala skoro 20 godina.
It finally began to get resolved in 2005 because of this guy. Bill Koch is a Florida billionaire who owns four of the Jefferson bottles, and he became suspicious. And he ended up spending over a million dollars and hiring ex-FBI and ex-Scotland Yard agents to try to get to the bottom of this. There's now ample evidence that Hardy Rodenstock is a con man, and that the Jefferson bottles were fakes.
Konačno je počela da se otkriva 2005. zahvaljujući ovom čoveku. Bil Koh je milijarder sa Floride koji poseduje četiri Džefersonove flaše, i postao je sumnjičav. Potrošio je preko milion dolara i uposlio bivšeg FBI agenta i bivšeg Skotland Jard agenta da pokušaju da otkriju pozadinu svega. Sada postoje obimni dokazi da je Hardi Rodenstok prevarant, i da su Džeferson flaše bile prevara.
But for those 20 years, an unbelievable number of really eminent and accomplished figures in the wine world were sort of drawn into the orbit of these bottles. I think they wanted to believe that the most expensive bottle of wine in the world must be the best bottle of wine in the world, must be the rarest bottle of wine in the world. I became increasingly, kind of voyeuristically interested in the question of you know, why do people spend these crazy amounts of money, not only on wine but on lots of things, and are they living a better life than me?
Ali u toku tih 20 godina, neverovatan broj istaknutih i školovanih ličnosti u svetu vina privukle su ove flaše. Mislim da su oni hteli da veruju da najskuplja flaša vina na svetu mora da bude i najbolja flaša vina, i da mora da bude najređa flaša vina na svetu. Ja sam postao, u neku ruku opsesivno zainteresovan da nađem odgovor razumete, zašto ljudi troše sulude sume novca, ne samo na vino nego i na mnoge druge stvari, i da li oni žive bolje živote od mene?
So, I decided to embark on a quest. With the generous backing of a magazine I write for sometimes, I decided to sample the very best, or most expensive, or most coveted item in about a dozen categories, which was a very grueling quest, as you can imagine.
I tako sam se ja upustio u potragu. Uz iskrenu podršku magazina za koji povremeno pišem, odlučio sam da probam najbolje ili najskuplje ili najpoželjnije predmete u desetak kategorija, što je bio iscrpljujući poduhvat, kao što možete zamisliti.
(Laughter)
(smeh)
This was the first one. A lot of the Kobe beef that you see in the U.S. is not the real thing. It may come from Wagyu cattle, but it's not from the original, Appalachian Hyogo Prefecture in Japan. There are very few places in the U.S. where you can try real Kobe, and one of them is Wolfgang Puck's restaurant, Cut, in Los Angeles. I went there, and I ordered the eight-ounce rib eye for 160 dollars. And it arrived, and it was tiny. And I was outraged. It was like, 160 dollars for this? And then I took a bite, and I wished that it was tinier, because Kobe beef is so rich. It's like foie gras -- it's not even like steak. I almost couldn't finish it. I was really happy when I was done.
Ovo je bio prvi. Mnogo Kobe govedine u SAD nije prava. Možda dolazi od Vagju stoke, ali nije iz izvorne Apalači Hjogo prefekture u Japanu. Postoji svega nekoliko mesta u Americi gde možete da probate pravi Kobe, jedan od njih je Volfgang Pakov restoran "CUT" u Los Anđeles-u. Otišao sam tamo i poručio 220 grama bifteka za 160 dolara. Kad je stigao, bio je sitan. I ja sam bio besan. Šta, 160 dolara za ovo? I tada sam uzeo zalogaj, i poželeo sam da je još tanji, zato što je Kobe govedina toliko zasitna. Više je kao jetrena pašteta -- čak i nije slična običnom bifteku. Skoro da nisam mogao da ga završim. Stvarno sam bio srećan kad sam došao do kraja.
(Laughter)
(smeh)
Now, the photographer who took the pictures for this project for some reason posed his dog in a lot of them, so that's why you're going to see this recurring character. Which, I guess, you know, communicates to you that I did not think that one was really worth the price.
Fotograf koji je napravio fotografije za ovaj projekat iz nekog razloga je stavio svog psa u neke, to je razlog zbog čega ćete nekoliko puta videti ovaj lik. Koji, pretpostavljate, vam sugeriše da ja ne smatram da je taj biftek vredan te cene.
White truffles. One of the most expensive luxury foods by weight in the world. To try this, I went to a Mario Batali restaurant in Manhattan -- Del Posto. The waiter, you know, came out with the white truffle knob and his shaver, and he shaved it onto my pasta and he said, you know, "Would Signore like the truffles?" And the charm of white truffles is in their aroma. It's not in their taste, really. It's not in their texture. It's in the smell. These white pearlescent flakes hit the noodles, this haunting, wonderful, nutty, mushroomy smell wafted up. 10 seconds passed and it was gone. And then I was left with these little ugly flakes on my pasta that, you know, their purpose had been served, and so I'm afraid to say that this was also a disappointment to me. There were several -- several of these items were disappointments.
Beli tartufi. Mereći po težini, jedna od najluksuznijh i najskupljih vrsta hrane. Da bih ovo probao otišao sam u jedan restoran Maria Batalija na Menhetnu -- "Del Posto". Konobar je došao sa glavicom belog tartufa i oštrim nožem i nastrugao tanke listiće na moju pastu i pitao "Da li gospodin želi tartufe?" Šarm tartufa je u njihovoj aromi. Nije u njihovom ukusu, stvarno. Nije u njihovom sastavu. Nego je u mirisu. Kada su ti biserno beli listići pali na testeninu, osetio sam taj prekrasni, očaravajuci, pečurkasti miris. 10 sekundi je prošlo i nestao je. I sve što je tada ostalo su ove male ružne ljuspice na mojoj pasti, shvatate, njihov značaj je iskorišćen, i tako, bojim se da me je i ovo razočaralo. Nekoliko od ovih skupih stvari me je razočaralo.
(Laughter)
(smeh)
Yeah. The magazine wouldn't pay for me to go there.
Da. Magazin nije hteo da plati da prespavam tamo.
(Laughter)
(smeh)
They did give me a tour, though. And this hotel suite is 4,300 square feet. It has 360-degree views. It has four balconies. It was designed by the architect I.M. Pei. It comes with its own Rolls Royce and driver. It comes with its own wine cellar that you can draw freely from. When I took the tour, it actually included some Opus One, I was glad to see. 30,000 dollars for a night in a hotel.
Iako, dozvolili su mi obilazak. Ovaj hotelski apartman ima 400 kvadratnih metara. Ima pogled od 360 stepeni. Ima četiri balkona. Dizajnirao ga je arhitekta I.M. Pei. Dobijate i Rols Rojsa i vozača. Dobijate pravo i da slobodno koristite vinski podrum. Obilazak je uključio i "Opus One", drago mi je da sam ga video. 30 000 dolara za noć u hotelu.
This is soap that's made from silver nanoparticles, which have antibacterial properties. I washed my face with this this morning in preparation for this. And it, you know, tickled a little bit and it smelled good, but I have to say that nobody here has complimented me on the cleanliness of my face today.
Ovaj sapun je napravljen od nano komadića srebra, koji imaju antimikrobijalno dejstvo. Umio sam lice sa njime jutros dok sam se spremao. I, iskreno zagolicao me je malo i stvarno miriše lepo, ali moram da kažem da mi danas niko ovde nije dao kompliment na čistoću mog lica.
(Laughter)
(smeh)
But then again, nobody has complimented me on the jeans I'm wearing. These ones GQ did spring for -- I own these -- but I will tell you, not only did I not get a compliment from any of you, I have not gotten a compliment from anybody in the months that I have owned and worn these. I don't think that whether or not you're getting a compliment should be the test of something's value, but I think in the case of a fashion item, an article of clothing, that's a reasonable benchmark. That said, a lot of work goes into these. They are made from handpicked organic Zimbabwean cotton that has been shuttle loomed and then hand-dipped in natural indigo 24 times. But no compliments.
Slično tome, niko nije primetio ni džins pantalone koje nosim. Za njih je GQ uradio kampanju proletos -- ja ih posedujem -- ali ne samo da ih niko od vas nije pohvalio, nisam dobio pohvalu ni od koga mesecima, koliko ih posedujem i nosim. Ne smatram da bi činjenica da li dobijate komplimente ili ne trebalo da utiče na vaše vrednovanje nečega, ipak mislim da kada govorimo o modnim predmetima, odeći, to je bitan faktor. Da se zna, mnogo truda je potrebno da se one naprave. Napravljene su od ručno branog pamuka iz Zimbabvea koji je bio tkan i onda ručno potopljen u prirodnu plavu boju 24 puta. Ali ipak nije bilo komplimenata.
(Laughter)
(smeh)
Thank you.
Hvala.
Armando Manni is a former filmmaker who makes this olive oil from an olive that grows on a single slope in Tuscany. And he goes to great lengths to protect the olive oil from oxygen and light. He uses tiny bottles, the glass is tinted, he tops the olive oil off with an inert gas. And he actually -- once he releases a batch of it, he regularly conducts molecular analyses and posts the results online, so you can go online and look at your batch number and see how the phenolics are developing, and, you know, gauge its freshness. I did a blind taste test of this with 20 people and five other olive oils. It tasted fine. It tasted interesting. It was very green, it was very peppery. But in the blind taste test, it came in last. The olive oil that came in first was actually a bottle of Whole Foods 365 olive oil which had been oxidizing next to my stove for six months.
Armando Mani je bivši filmadžija koji sada proizvodi ovo maslinovo ulje od maslina koje rastu na jednoj padini u Toskani. Ide u najsitnije detalje da zaštiti maslinovo ulje od kiseonika i svetlosti. Koristi male flaše, zatamnjenog stakla, zatvara maslinovo ulje inertnim gasom. Ustvari -- kada proizvede seriju flaša, on redovno sprovodi hemijsku analizu i objavljuje rezultate tako da možete da odete na Interent i proverite svoju porudžbinu po broju i da vidite kako dozreva, i naravno, proverite njegovu svežinu. Uradio sam slepo testiranje sa 20 ljudi i pet drugih maslinovih ulja. Imalo je prijatan ukus. Imalo je interesantan ukus. Bio je veoma svež, ljutkast. Ali pri slepom testiranju, zauzelo je zadnje mesto. Maslinovo ulje koje je zauzelo prvo mesto je ustvari bila flaša običnog maslinovog ulja koje je u mojoj kuhinji bilo izloženo vazduhu celih šest meseci.
(Laughter)
(smeh)
A recurring theme is that a lot of these things are from Japan -- you'll start to notice.
Ponavlja se da mnogo ovih skupih stvari dolazi iz Japana počećete da primećujete.
I don't play golf, so I couldn't actually road test these, but I did interview a guy who owns them. Even the people who market these clubs -- I mean, they'll say these have four axis shafts which minimize loss of club speed and thereby drive the ball farther -- but they'll say, look, you know, you're not getting 57,000 dollars worth of performance from these clubs. You're paying for the bling, that they're encrusted with gold and platinum. The guy who I interviewed who owns them did say that he's gotten a lot of pleasure out of them, so ...
Ne igram golf tako da nisam mogao da ih testiram, ali sam intervjuisao čoveka koji ih poseduje. Čak i ljude koji prodaju ove štapove za golf -- znam, oni će reći oni su posebno prilagođeni da povećaju ubrzanje zamaha i stoga šalju lopticu najdalje -- ali to će oni reći, svakako razumete da ne dobijate 57 000 dolara vredno znanje sa ovim štapovima. Vi ustvari plaćate status, oni su optočeni zlatom i platinom. Čovek koji ih poseduje mi je rekao da ga oni čine veoma zadovoljnim, dakle ...
Oh, yeah, you know this one? This is a coffee made from a very unusual process. The luwak is an Asian Palm Civet. It's a cat that lives in trees, and at night it comes down and it prowls the coffee plantations. And apparently it's a very picky eater and it, you know, hones in on only the ripest coffee cherries. And then an enzyme in its digestive tract leeches into the beans, and people with the unenviable job of collecting these cats' leavings then go through the forest collecting the, you know, results and processing it into coffee -- although you actually can buy it in the unprocessed form. That's right.
Ah, da, znate li za ovo ? Ovo je kafa proizvedena u veoma neobičnom procesu. Luvak je azijski sisar. To je mačka koja živi na drveću, u toku noći siđe i luta plantažama kafe. Očigledno je pažljiva u odabiru hrane, hrani se najzrelijim plodovima kafe. Enzimi iz njenog digestivnog trakta utiču na zrno, i ljudi sa nezavidnim poslom skupljanja mačijeg izmeta idu kroz šumu i skupljaju, razumete, rezultate i prerađuju u kafu -- iako možete ustvari i da kupite i neprerađeni originalni oblik. Tako je.
Unrelatedly --
Nevezano --
(Laughter)
(smeh)
Japan is doing crazy things with toilets.
Japan čini lude stvari sa toaletima.
(Laughter)
(smeh)
There is now a toilet that has an MP3 player in it. There's one with a fragrance dispenser. There's one that actually analyzes the contents of the bowl and transmits the results via email to your doctor. It's almost like a home medical center -- and that is the direction that Japanese toilet technology is heading in. This one does not have those bells and whistles, but for pure functionality it's pretty much the best -- the Neorest 600. And to try this -- I couldn't get a loaner, but I did go into the Manhattan showroom of the manufacturer, Toto, and they have a bathroom off of the showroom that you can use, which I used. It's fully automated -- you walk towards it, and the seat lifts. The seat is preheated. There's a water jet that cleans you. There's an air jet that dries you. You get up, it flushes by itself. The lid closes, it self-cleans. Not only is it a technological leap forward, but I really do believe it's a bit of a cultural leap forward. I mean, a no hands, no toilet paper toilet. And I want to get one of these.
Postoji novi toalet sa ugrađenim MP3 uređajem. Postoji i jedan sa raspršivačem arome. Čak postoji i toalet koji automatski analizira sadržaj i onda preko e-maila dostavlja rezultate vašem doktoru. To je skoro kao kućni medicinski centar -- i to je uglavnom pravac u kome se kreće Japanska WC tehnologija. Ovaj nema sve te čarolije, ali ako govorimo o funkcionalnosti, verovatno je najbolji -- "Neorest 600". Da bih probao ovaj -- nisam mogao da ga dobijem samo za sebe, ali sam otišao u proizvođačev salon na Menhetnu, imaju toalet u salonu koji možete koristiti, što ja i jesam. Potpuno je automatizovan -- dok hodate prema njemu sedište se podigne. Sedište je zagrejano. Tu je vodeni mlaz koji vas opere. Tu je i vazdušni fen koji vas osuši. Čim ustanete, sam pušta vodu. Sedište se spusti, sam se čisti. Ovo nije samo tehnološki napredak, ali stvarno ja verujem da je ovo pomalo i kulturološki napredak. Razumete, bez ruku, bez toalet papira. Stvarno želim jedan ovakav toalet.
(Laughter)
(smeh)
This was another one I could not get a loaner of. Tom Cruise supposedly owns this bed. There's a little plaque on the end that, you know, each buyer gets their name engraved on it.
Ovo je još jedna stvar koju nisam mogao da dobijem samo za sebe. Tom Kruz navodno poseduje ovakav krevet. Tu je ugrađena i počica, svaki kupac dobije svoje ime ugravirano na njoj.
(Laughter)
(smeh)
To try this one, the maker of it let me and my wife spend the night in the Manhattan showroom. Lights glaring in off the street, and we had to hire a security guard and all these things. But anyway, we had a great night's sleep. And you spend a third of your life in bed. I don't think it's that bad of a deal.
Da bih ovo probao, proizvođač je dozvolio meni i mojoj supruzi da provedemo noć u njihovom salonu na Menhetnu. Svetlost sa ulice nas je obasjavala, morali smo da iznajmimo i obezbeđenje. Ali u svakom slučaju, imali smo odlično prospavanu noć. Provodimo trećinu života u krevetu. Mislim da to i nije toliko loše.
(Laughter)
(smeh)
This was a fun one. This is the fastest street-legal car in the world and the most expensive production car. I got to drive this with a chaperone from the company, a professional race car driver, and we drove around the canyons outside of Los Angeles and down on the Pacific Coast Highway. And, you know, when we pulled up to a stoplight the people in the adjacent cars kind of gave us respectful nods. And it was really amazing. It was such a smooth ride. Most of the cars that I drive, if I get up to 80 they start to rattle. I switched lanes on the highway and the driver, this chaperone, said, "You know, you were just going 110 miles an hour." And I had no idea that I was one of those obnoxious people you occasionally see weaving in and out of traffic, because it was just that smooth. And if I was a billionaire, I would get one.
Ovaj zadatak je bio zabavan. Ovo je najbrži auto na svetu namenjen svakodnevnoj upotrebi i najskuplji auto u redovnoj proizvodnji. Dobio sam da ga vozim ali sa pratiocem iz kompanije, profesionalnim vozačem, i vozili smo se po kanjonima izvan Los Anđelesa sve do autoputa. Kad god bi stali na semaforu ljudi iz drugih auta bi nas gledali sa poštovanjem. Stvarno je bilo neverovatno. Vožnja je bila izuzetno prijatna. Većina automobila koje sam do tada vozio bi počeli da se tresu na 120 km/h. Promenio sam traku na autoputu i vozač, nadzornik, mi je stavio do znanja "Znaš da vozimo brzinom od skoro 180 km/h". Nisam imao pojma da sam ja jedan od onih omraženih vozača koje povremeno viđate da vijugaju kroz saobraćaj, sve to zato što je toliko ugodan za vožnju. Da sam milijarder, kupio bih jedan.
(Laughter)
(smeh)
This is a completely gratuitous video I'm just going to show of one of the pitfalls of advanced technology. This is Tom Cruise arriving at the "Mission: Impossible III" premiere. When he tries to open the door, you could call it "Mission: Impossible IV."
Ovo je jedan potpuno nevezani video o padu moderne tehnologije. Ovo je Tom Kruz koji pristiže na premijeru filma "Nemoguća misija 3". Kad je pokušao da otvori vrata, izgledalo je kao "Nemoguća misija 4".
There was one object that I could not get my hands on, and that was the 1947 Cheval Blanc. The '47 Cheval Blanc is probably the most mythologized wine of the 20th century. And Cheval Blanc is kind of an unusual wine for Bordeaux in having a significant percentage of the Cabernet Franc grape. And 1947 was a legendary vintage, especially in the right bank of Bordeaux. And just together, that vintage and that chateau took on this aura that eventually kind of gave it this cultish following. But it's 60 years old. There's not much of it left. What there is of it left you don't know if it's real -- it's considered to be the most faked wine in the world. Not that many people are looking to pop open their one remaining bottle for a journalist.
Ipak postoji jedan predmet do kojega nisam mogao doći, a to je vino "Cheval Blanc" berba 1947. "Cheval Blanc" '47. je verovatno vino o kome se najviše pričalo u 20. veku. "Cheval Blanc" je pomalo neobično vino za Bordo zbog posedovanja značajnog procenta grožđa francuskog kabernea. A 1947. je legendarna berba, posebno na desnoj obali Bordoa. I samo zajedno, ta berba i ovo vino su toliko impresivni to je konačno i stvorilo kult. Ali sada je staro 60 godina. I nije ga mnogo ostalo. Za to što je ostalo više se i ne zna da li je pravo -- smatra se da je to vino koje je najviše krivotvoreno. Nema mnogo ljudi koji su spremni da otvore svoju poslednju flašu zarad jednog novinara.
So, I'd about given up trying to get my hands on one of these. I'd put out feelers to retailers, to auctioneers, and it was coming up empty. And then I got an email from a guy named Bipin Desai. Bipin Desai is a U.C. Riverside theoretical physicist who also happens to be the preeminent organizer of rare wine tastings, and he said, "I've got a tasting coming up where we're going to serve the '47 Cheval Blanc." And it was going to be a double vertical -- it was going to be 30 vintages of Cheval Blanc, and 30 vintages of Yquem. And it was an invitation you do not refuse. I went.
I tako, već sam počeo da odustajem od traženja. Pokušavao sam sa prodavcima, aukcionarima, i bilo je bezuspešno. I tada mi je stigao e-mail od čoveka po imenu Bipin Desai. Bipin Desai je teoretski fizičar, koji je istovremeno i poznati organizator testiranja retkih vina, poručio mi je, "Organizovao sam testiranje na kome ćemo da serviramo '47 "Cheval Blanc"". Biće to dvostruko vertikalno testiranje -- biće 30 starih "Cheval Blanc" vina, i 30 starih "Yquem" vina (vino sa juga Bordoa). To je bio poziv koji se ne može odbiti. Otišao sam.
It was three days, four meals. And at lunch on Saturday, we opened the '47. And you know, it had this fragrant softness, and it smelled a little bit of linseed oil. And then I tasted it, and it, you know, had this kind of unctuous, porty richness, which is characteristic of that wine -- that it sort of resembles port in a lot of ways. There were people at my table who thought it was, you know, fantastic. There were some people who were a little less impressed. And I wasn't that impressed. And I don't -- call my palate a philistine palate -- so it doesn't necessarily mean something that I wasn't impressed, but I was not the only one there who had that reaction. And it wasn't just to that wine. Any one of the wines served at this tasting, if I'd been served it at a dinner party, it would have been, you know, the wine experience of my lifetime, and incredibly memorable. But drinking 60 great wines over three days, they all just blurred together, and it became almost a grueling experience.
Trajalo je tri dana, četiri obroka. Za vreme subotnjeg ručka, otvorili smo '47. Iskreno, poseduje neku aromatičnu mekoću, pomalo je mirisalo na seme lana. Okusio sam ga i imalo je uljastu, sladunjavu zasićenost, što je karakteristika tog vina -- na mnogo načina je podsećalo na porto. Neki ljudi za mojim stolom su ga smatrali fantastičnim. Opet neki drugi su bili malo manje impresionirani. Ni ja nisam bio toliko impresioniran. Nisam -- možda zbog mog neistančanog ukusa -- iako ne mora da znači da sam u pravu, ali ja nisam bio jedini tamo koji je imao takvu reakciju. I to ne samo za to vino. Bilo koje od tih vina serviranih u toku testiranja, da je bilo servirano za vreme obične večere, bilo bi životno vinsko iskustvo i izuzetna uspomena. Ali piti 60 najboljih vina u toku tri dana, sva su se jednostavno izmešala, i skoro je postalo veoma zamorno.
And I just wanted to finish by mentioning a very interesting study which came out earlier this year from some researchers at Stanford and Caltech. And they gave subjects the same wine, labeled with different price tags. A lot of people, you know, said that they liked the more expensive wine more -- it was the same wine, but they thought it was a different one that was more expensive. But what was unexpected was that these researchers did MRI brain imaging while the people were drinking the wine, and not only did they say they enjoyed the more expensively labeled wine more -- their brain actually registered as experiencing more pleasure from the same wine when it was labeled with a higher price tag.
Hteo bih da zavrsim tako sto ću da pomenem veoma interesantno istraživanje koje je objavljeno početkom godine od strane istaživača na Stenfordu i Colteku. Oni su dali ispitanicima isto vino, sa različitim cenama na etiketama. Mnogo ljudi je, naravno, reklo da im se svidelo skuplje vino -- bilo je to potpuno isto vino, ali su oni mislili da je različito mislili su da je skuplje. Ali ono što nije bilo očekivano je da su ti istaživači istovremeno sproveli snimanje moždane aktivnosti dok su ispitanici pili vino, oni ne samo da su izjavili da im se skuplje vino više sviđa -- već je i njihov mozak registrovao više zadovoljstva od istog vina ali sa skupljom etiketom.
Thank you.
Hvala.