In general, great expectation makes part of the prefrontal cortex more excited. Scientists argue that the activity of this brain region shifts the preferences of the wine tasters when they are presented to an expensive wine, for example. [1]
"Wine experts and consumers can be fooled by altering their expectations. The expectation it (expensive wine) will taste better actually makes it taste better. Your expectations powerfully influence the final vote in your head over what you believe to be reality."
(from the book You Are Not So Smart).
I read a similar experiment where people were given the same food on either paper plates or fine china. As expected, people thought the food served on fancy plates was of higher quality. I forget where...
"Wine experts and consumers can be fooled by altering their expectations. The expectation it (expensive wine) will taste better actually makes it taste better. Your expectations powerfully influence the final vote in your head over what you believe to be reality." (from the book You Are Not So Smart).
[1] http://www.wired.com/wiredscience/2011/04/should-we-buy-expe...