Can cheap wine taste great?

And not just if you are drunk:

When consumers taste cheap wine and rate it highly because they believe it is expensive, is it because prejudice has blinded them to the actual taste, or has prejudice actually changed their brain function, causing them to experience the cheap wine in the same physical way as the expensive wine? Research in the Journal of Marketing Research has shown that preconceived beliefs may create a placebo effect so strong that the actual chemistry of the brain changes.

Related experiments were run with milkshakes, by Hilke Plassmann and Bernd Weber.  There is more here, of considerable interest, hat tip goes to Samir Varma.  Do any of you know of an ungated copy?

This new article asks how much placebos are affected by your DNA.