Investigating Individual Preferences and Brain Activity in a Wine Tasting Experience: a Neuromarketing Approach

Letizia  Alvino; Rob H.J. van der Lubbe; Efthymios  Constantinides

doi:10.15444/gmc2018.05.03.04

Investigating Individual Preferences and Brain Activity in a Wine Tasting Experience: a Neuromarketing Approach

Letizia Alvino, Rob H.J. van der Lubbe, Efthymios Constantinides

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

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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 analysed if an increase in the beta band activity can be related to reward process and individual preference for a wine. The results confirmed that 1) tasting dierent 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 language	English
Title of host publication	2018 Global Marketing Conference at Tokyo, Japan
Pages	559-564
DOIs	https://doi.org/10.15444/gmc2018.05.03.04
Publication status	Published - 2018
Event	2018 Global Marketing Conference: Bridging Asia and the World: Searching for Academic Excellence and Best Practice in Marketing and Management - Hotel New Otani Tokyo, Tokyo, Japan Duration: 26 Jul 2018 → 29 Jul 2018

Conference

Conference	2018 Global Marketing Conference
Country/Territory	Japan
City	Tokyo
Period	26/07/18 → 29/07/18

Keywords

Neuromarketing
EEG
Consumer behavior

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10.15444/gmc2018.05.03.04

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Cite this

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title = "Investigating Individual Preferences and Brain Activity in a Wine Tasting Experience: a Neuromarketing Approach",

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 analysed if an increase in the beta band activity can be related to reward process and individual preference for a wine. The results confirmed that 1) tasting dierent 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.",

keywords = "Neuromarketing, EEG, Consumer behavior",

author = "Letizia Alvino and {van der Lubbe}, {Rob H.J.} and Efthymios Constantinides",

year = "2018",

doi = "10.15444/gmc2018.05.03.04",

language = "English",

pages = "559--564",

booktitle = "2018 Global Marketing Conference at Tokyo, Japan",

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Investigating Individual Preferences and Brain Activity in a Wine Tasting Experience: a Neuromarketing Approach. / Alvino, Letizia ; van der Lubbe, Rob H.J.; Constantinides, Efthymios .
2018 Global Marketing Conference at Tokyo, Japan. 2018. p. 559-564.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

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AU - Constantinides, Efthymios

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AB - 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 analysed if an increase in the beta band activity can be related to reward process and individual preference for a wine. The results confirmed that 1) tasting dierent 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.

KW - Neuromarketing

KW - EEG

KW - Consumer behavior

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BT - 2018 Global Marketing Conference at Tokyo, Japan

Y2 - 26 July 2018 through 29 July 2018

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Investigating Individual Preferences and Brain Activity in a Wine Tasting Experience: a Neuromarketing Approach

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Conference

Keywords

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