Wine Tasting: How Much Is the Contribution of the Olfaction?

Patrizia Cherubino (), Giulia Cartocci (), Enrica Modica (), Dario Rossi (), Marco Mancini (), Arianna Trettel () and Fabio Babiloni ()
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Patrizia Cherubino: Sapienza University
Giulia Cartocci: Sapienza University
Enrica Modica: Sapienza University
Dario Rossi: Sapienza University
Marco Mancini: BrainSigns srl
Arianna Trettel: BrainSigns srl
Fabio Babiloni: Sapienza University

Chapter Chapter 15 in Problems, Methods and Tools in Experimental and Behavioral Economics, 2018, pp 199-209 from Springer

Abstract: Abstract Neuromarketing predicts that multiple factors contribute to the choice of a product, among them, the perceived value, pleasantness, and emotion related to the use of it. In this framework, a particular field is constituted by luxury items, such as wine. Wine is particularly suitable to marketing effects, both extrinsic (label) and intrinsic features (volatile composition and color) lead to the constitution of the experienced value, and the analysis of the contribution of olfaction to the process of tasting is fundamental in order to study flavor perception. Scope of the present study was to investigate the reaction to the smell and the gustation of the wine, with and without the olfactory contribution, through an electroencephalographic index, assumed as an indicator of approach or withdrawal (AW) motivation, and an autonomic index (emotional index—EI), deriving from the matching of heart rate and galvanic skin response activity. Results of this pilot research showed a statistically significant increase of the EI values in correspondence with wine-smelling phase in comparison with the other two phases (p

Keywords: EEG; Emotion; Interest; Pleasantness; Neuromarketing; Wine (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-99187-0_15

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DOI: 10.1007/978-3-319-99187-0_15

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