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.
|Title of host publication||2018 Global Marketing Conference, Tokyo, Japan|
|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||2018 Global Marketing Conference|
|Period||26/07/18 → 29/07/18|
- Consumer behavior