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Wine Tasting: How Much Is the Contribution of the Olfaction?

In: Problems, Methods and Tools in Experimental and Behavioral Economics

Author

Listed:
  • Patrizia Cherubino

    (Sapienza University
    BrainSigns srl)

  • Giulia Cartocci

    (Sapienza University
    BrainSigns srl)

  • Enrica Modica

    (Sapienza University
    BrainSigns srl)

  • Dario Rossi

    (Sapienza University
    BrainSigns srl)

  • Marco Mancini

    (BrainSigns srl)

  • Arianna Trettel

    (BrainSigns srl)

  • Fabio Babiloni

    (Sapienza University
    BrainSigns srl
    Hangzhou Dianzi University)

Abstract

Neuromarketing predicts that multiple factors contribute to the choice of a product, among them, the perceived value, pleasantness, and emotion related to the use of it. In this framework, a particular field is constituted by luxury items, such as wine. Wine is particularly suitable to marketing effects, both extrinsic (label) and intrinsic features (volatile composition and color) lead to the constitution of the experienced value, and the analysis of the contribution of olfaction to the process of tasting is fundamental in order to study flavor perception. Scope of the present study was to investigate the reaction to the smell and the gustation of the wine, with and without the olfactory contribution, through an electroencephalographic index, assumed as an indicator of approach or withdrawal (AW) motivation, and an autonomic index (emotional index—EI), deriving from the matching of heart rate and galvanic skin response activity. Results of this pilot research showed a statistically significant increase of the EI values in correspondence with wine-smelling phase in comparison with the other two phases (p

Suggested Citation

  • Patrizia Cherubino & Giulia Cartocci & Enrica Modica & Dario Rossi & Marco Mancini & Arianna Trettel & Fabio Babiloni, 2018. "Wine Tasting: How Much Is the Contribution of the Olfaction?," Springer Proceedings in Business and Economics, in: Kesra Nermend & Małgorzata Łatuszyńska (ed.), Problems, Methods and Tools in Experimental and Behavioral Economics, chapter 0, pages 199-209, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-99187-0_15
    DOI: 10.1007/978-3-319-99187-0_15
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