I think I like this: assessing conscious versus subconscious wine taste responses using neuroscientific techniques
International Journal of Wine Business Research
Article publication date: 16 July 2021
Issue publication date: 2 February 2022
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.
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.
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.
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.
Robertson, J., Ferreira, C., Reyneke, M. and Rosenstein, D. (2022), "I think I like this: assessing conscious versus subconscious wine taste responses using neuroscientific techniques", International Journal of Wine Business Research, Vol. 34 No. 1, pp. 37-51. https://doi.org/10.1108/IJWBR-09-2020-0047
Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited