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Choice experiments with facial expression analysis: How do emotions affect wine choices?

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  • Rahmani, Djamel
  • Loureiro, Maria L.
  • Escobar, Cristina
  • Gil, Jose Maria

Abstract

In this paper, we assess the role of emotions in choices. We elicited emotions using an innovative facial expression analysis approach, comparing the results to those from a traditional hedonic liking scale. To this end, we conduct an experiment combing surveys and actual wine tasting. The results show a positive and significant relationship between positive emotions (joy), positive experiences (valence), and wine choices, especially in the case of wines with credence attributes (organic and selected vintage organic wines). Moreover, we conclude that facial recognition mechanisms can be useful to elicit evoked emotions and provide complementary information to the traditional liking scales to better understand decision making.

Suggested Citation

  • Rahmani, Djamel & Loureiro, Maria L. & Escobar, Cristina & Gil, Jose Maria, 2024. "Choice experiments with facial expression analysis: How do emotions affect wine choices?," Journal of choice modelling, Elsevier, vol. 51(C).
    • Handle: RePEc:eee:eejocm:v:51:y:2024:i:c:s1755534524000228
    DOI: 10.1016/j.jocm.2024.100490
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    References listed on IDEAS

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    Cited by:

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    2. Tsai-Feng Kao & Yi-Zhan Du & Jui-Che Tu & Ming Chen, 2025. "Effect of Cause-Related Marketing and Brand on Consumer Purchase Intention: Mediating Role of Emotions," Sustainability, MDPI, vol. 17(10), pages 1-21, May.

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    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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