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.

中文翻译：

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我想我喜欢这样：使用神经科学技术评估有意识和潜意识的葡萄酒口味反应

目的

这篇方法论论文旨在展示使用消费者神经科学方法来衡量消费者在品尝实验期间饮用葡萄酒时的潜意识反应的潜在好处。通过比较品尝体验期间的有意识和潜意识评估，本研究说明了这种方法如何更细致地了解消费者在消费体验中对葡萄酒的评价。

设计/方法/方法

该研究利用了一个单一案例的口味测试实验，一位葡萄酒专家对20个白葡萄酒品种进行了盲品。在每次品尝过程中，使用脑电图 (EEG) 测量潜意识反应，并结合使用问卷对陈述偏好的有意识测量。

发现

在有意识和潜意识的葡萄酒评估措施的结果之间观察到明显的差异，强调了消费者决策和偏好发展的复杂性。这项研究实际上证明了脑电图作为一种消费者神经科学方法在葡萄酒营销环境中的用途和价值。

原创性/价值

本文展示了神经科学技术在识别有意识和潜意识葡萄酒评估措施差异方面的价值。这项研究实际上证明了脑电图作为一种消费者神经科学方法在葡萄酒营销环境中的用途和价值。