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I think I like this: assessing conscious versus subconscious wine taste responses using neuroscientific techniques
Luleå University of Technology, Department of Social Sciences, Technology and Arts, Business Administration and Industrial Engineering. School of Management Studies, University of Cape Town, Cape Town, South Africa.ORCID iD: 0000-0002-3486-8292
Luleå University of Technology, Department of Social Sciences, Technology and Arts, Business Administration and Industrial Engineering. School of Management Studies, University of Cape Town, Cape Town, South Africa.ORCID iD: 0000-0001-9575-6676
Graduate School of Business, University of Cape Town, Cape Town, South Africa.
Department of Psychiatry, Faculty of Health Sciences, University of Cape Town, Cape Town, South Africa.
2022 (English)In: International Journal of Wine Business Research, ISSN 1751-1062, E-ISSN 1751-1070, Vol. 34, no 1, p. 37-51Article in journal (Refereed) Published
Abstract [en]

Purpose: This methodological paper aims to demonstrate the potential benefits of using consumer neuroscientific methodologies to measure consumers’ subconscious responses when consuming wine during a taste experiment. By comparing conscious and subconscious evaluations during a tasting experience this study illustrates how this methodology offers a more nuanced understanding of the consumer evaluation of wine during a consumption experience.

Design/methodology/approach: The research made use of a single-case taste test experiment whereby a wine expert blind-tasted 20 white wine varietals. Throughout each tasting, subconscious responses were measured using electroencephalography (EEG), combined with conscious measures of stated preferences using a questionnaire.

Findings: Stark differences were observed between the results of the conscious and subconscious wine evaluation measures, underscoring the complex nature of consumer decision-making and preference development. This study practically demonstrates the use and value of EEG as a consumer neuroscientific methodology in a wine marketing context.

Originality/value: This paper demonstrates the value of neuroscience techniques in identifying differences in the conscious and subconscious wine evaluation measures. This study practically demonstrates the use and value of EEG as a consumer neuroscientific methodology in a wine marketing context.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2022. Vol. 34, no 1, p. 37-51
Keywords [en]
Research paper, Product evaluation, Methodology, EEG, Consumer neuroscience, Subconscious response, Wine marketing research
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-86441DOI: 10.1108/IJWBR-09-2020-0047ISI: 000674690700001Scopus ID: 2-s2.0-85110341563OAI: oai:DiVA.org:ltu-86441DiVA, id: diva2:1581674
Note

Validerad;2022;Nivå 2;2022-03-07 (joosat)

Available from: 2021-07-23 Created: 2021-07-23 Last updated: 2022-07-04Bibliographically approved

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Robertson, JeandriFerreira, Caitlin

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