I think I like this: assessing conscious versus subconscious wine taste responses using neuroscientific techniques
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)
2021-07-232021-07-232022-07-04Bibliographically approved