Choice experiments with facial expression analysis: How do emotions affect wine choices?

Djamel Rahmani, Maria Loureiro, Cristina Escobar and Jose Maria Gil

Journal of choice modelling, 2024, vol. 51, issue C

Abstract: In this paper, we assess the role of emotions in choices. We elicited emotions using an innovative facial expression analysis approach, comparing the results to those from a traditional hedonic liking scale. To this end, we conduct an experiment combing surveys and actual wine tasting. The results show a positive and significant relationship between positive emotions (joy), positive experiences (valence), and wine choices, especially in the case of wines with credence attributes (organic and selected vintage organic wines). Moreover, we conclude that facial recognition mechanisms can be useful to elicit evoked emotions and provide complementary information to the traditional liking scales to better understand decision making.

Keywords: Wine-evoked emotions; Facial expression analysis; Discrete choice experiment; Organic wine; Experience; Credence attributes; Wine choice (search for similar items in EconPapers)
JEL-codes: D11 D12 D91 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:eejocm:v:51:y:2024:i:c:s1755534524000228

DOI: 10.1016/j.jocm.2024.100490

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