The study investigates the neural mechanisms through which marketing actions, specifically price changes, influence the experienced pleasantness (EP) of consuming a product. Using functional MRI (fMRI), the researchers scanned 20 subjects while they tasted wines that were presented at different prices, contrary to their actual retail prices. The results show that increasing the price of a wine not only increased subjective reports of flavor pleasantness but also increased blood-oxygen-level-dependent (BOLD) activity in the medial orbitofrontal cortex (mOFC), an area known to encode experienced pleasantness. The study provides evidence that marketing actions can modulate neural correlates of experienced pleasantness, suggesting that changes in price can influence neural computations associated with EP by altering taste expectations. The findings have implications for neuroeconomics, marketing, and economics, highlighting the complex interplay between sensory properties and cognitive processes in shaping consumer experiences.The study investigates the neural mechanisms through which marketing actions, specifically price changes, influence the experienced pleasantness (EP) of consuming a product. Using functional MRI (fMRI), the researchers scanned 20 subjects while they tasted wines that were presented at different prices, contrary to their actual retail prices. The results show that increasing the price of a wine not only increased subjective reports of flavor pleasantness but also increased blood-oxygen-level-dependent (BOLD) activity in the medial orbitofrontal cortex (mOFC), an area known to encode experienced pleasantness. The study provides evidence that marketing actions can modulate neural correlates of experienced pleasantness, suggesting that changes in price can influence neural computations associated with EP by altering taste expectations. The findings have implications for neuroeconomics, marketing, and economics, highlighting the complex interplay between sensory properties and cognitive processes in shaping consumer experiences.