KOREASCHOLAR

INVESTIGATING INDIVIDUAL PREFERENCES AND BRAIN ACTIVITY IN A WINE TASTING EXPERIENCE: A NEUROMARKETING APPROACH

Letizia Alvino, Rob H. J. van der Lubbe, Efthymios Constantinides
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/350974
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Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
pp.559-564
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
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 and individual 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.

Keyword
Neuromarketingwine tastingEEGbeta bandwine preferences
Table Content
ABSTRACT
 Introduction
 Methods
  Participants
 Procedure
 Task
 EEG analysis
 Statistical analysis and results
 Discussion
 References
Author
  • Letizia Alvino(University of Molise, Italy)
  • Rob H. J. van der Lubbe(University of Twente, The Netherlands)
  • Efthymios Constantinides(University of Twente, The Netherlands)