I think I like this: assessing conscious versus subconscious wine taste responses using neuroscientific techniques

Abstract

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.

Citation

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