7.2. Match the words with the definitions.

1. expect	A. a group of individuals born and living at about the same time
2. announce	B. to think that something will happen; to wait for an event
3. generation	C. devotion of time and thought to getting knowledge of, close
4. study	D. to produce an effect on; to influence
5. confirm	E. study of nature, knowledge gained especially from books
6. enjoy	F. Theory and practice of (large-scale) selling
7. marketing	G. to be pleased or satisfied by something
8. affect	H. to make known publicly; to declare officially
9. science	I. degree or grade of excellence
10. quality	J. to approve; to say that something is true

7.3. Read the text.

1. Usually we think about material qualities when we think about the pleasure we will get from a product. When something costs a lot, we might think about all the fine work that went into it and consider it to be a major player. But can price alone influence the pleasure we experience and become a one-horse race?

2. Researchers had twenty people taste different wines. Wine was chosen because it comes in many different qualities and prices, and because a lot of people enjoy tasting which allowed the company to have them in their corner

3. The people were told they were tasting five different Cabernet Sauvignons. The wines were identified only by price: five, ten, thirty-five, forty-five and ninety dollars, the latter being hoped to be the front runner.

4. But in truth the goalposts were moved — there were only three different wines, and two of them were presented twice, at a high price and a low price. For example, the wine that in fact cost ninety dollars a bottle was presented half the time as a ten dollar wine.

5. There were two important results from the study.

6. First, the individuals, on average, reported greater pleasure from drinking wine that they were told was higher in price —that wine won hands down, the rest being made out of the league. Brain images taken while the people tasted the wine supported this finding.

7. Activity, represented by blood-oxygen levels, increased in an area of the brain thought to process experienced pleasantness. Experiments have shown that the medial orbitofrontal cortex processes the experience of enjoyment from smells, taste and music. The findings will add to the limited knowledge of how marketing affects brain activity.

8. The second result has meaning for economists and marketers. The experiment appears to confirm that raising the price can increase how much a product is enjoyed.

9. Finally, we want to update our recent story on the fight over next-generation DVD technology for high definition televisions. This week, the Toshiba company in Japan drop the ball to survive and announced the end of its HD DVD business, crushed by Sony's Blu-ray format.