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.
|Title of host publication||Proceedings of the 2018 Global Marketing Conference|
|Place of Publication||Tokyo|
|Publication status||Published - 2018|
|Event||2018 Global Marketing Conference - Tokyo, Japan|
Duration: 26 Jul 2018 → 29 Jul 2018
|Conference||2018 Global Marketing Conference|
|Period||26/07/18 → 29/07/18|
- Neuromarketing; wine tasting; EEG; beta band; wine preferences
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).