Investigating individual preferences and brain activity in a wine tasting experience: A neuromarketing approach

Letizia Alvino, Efthymios Constantinides, Rob van der Lubbe

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Abstract

The study examines physiological and neuronal processes of 26 inexpert wine drinkers in order to understand how consumers judge and choose wines during product experience. We analyzed if an increase in the beta band activity can be related to reward process andvindividual preference for a wine. We predicted that tasting different wines influence participants' preferences and beta band activity. We also hypothesized that high beta band activity would be related to preferences for a wine. The results confirmed that 1) tasting different wines modulate individual preferences and beta band activity and 2) the higher preferences for a wine corresponded to a stronger decrease in beta band oscillations.
Original languageEnglish
Title of host publicationProceedings of the 2018 Global Marketing Conference
Place of PublicationTokyo
Pages559-564
Publication statusPublished - 2018
Externally publishedYes
Event2018 Global Marketing Conference - Tokyo, Japan
Duration: 26 Jul 201829 Jul 2018

Conference

Conference2018 Global Marketing Conference
CountryJapan
CityTokyo
Period26/07/1829/07/18

Keywords

  • Neuromarketing; wine tasting; EEG; beta band; wine preferences

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  • Cite this

    Alvino, L., Constantinides, E., & van der Lubbe, R. (2018). Investigating individual preferences and brain activity in a wine tasting experience: A neuromarketing approach. In Proceedings of the 2018 Global Marketing Conference (pp. 559-564).