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

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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 languageEnglish
    Title of host publication2018 Global Marketing Conference, Tokyo, Japan
    Pages559-564
    Publication statusPublished - 2018
    Event2018 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 201829 Jul 2018

    Conference

    Conference2018 Global Marketing Conference
    Country/TerritoryJapan
    CityTokyo
    Period26/07/1829/07/18

    Keywords

    • Neuromarketing
    • EEG
    • Consumer behavior

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