Living in a market economy the association in the brain between price and quality is constantly reinforced so it's not surprising that sometimes the brain can "jump the gun" in expectation. But don't imagine that the association can be easily exploited for long. Why do you think these sorts of studies always use wine? Could it possibly be because most people can't tell the difference between a cabernet and a merlot let alone between higher and lower quality wine? But try telling people that a $5,000 car is $45,000 and let's see if the medial orbitofrontal cortex lights up with experienced pleasantness.