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Wine psychology: basic & applied.

Charles Spence1

  • 1Department of Experimental Psychology, Crossmodal Research Laboratory, Anna Watts Building, University of Oxford, Oxford, OX2 6GG, UK. charles.spence@psy.ox.ac.uk.

Cognitive Research: Principles and Implications
|May 15, 2020
PubMed
Summary
This summary is machine-generated.

Wine perception is influenced by multisensory factors like packaging and music. Contextual elements, such as lighting and sound, can predictably alter the tasting experience, offering insights into consumer behavior.

Keywords:
Crossmodal correspondencesExperiential marketingGlasswarePackagingSonic seasoningWine

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Area of Science:

  • Cognitive Science
  • Neuroscience
  • Sensory Science

Background:

  • Wine is a complex, multisensory stimulus.
  • Consumer perception of wine is influenced by numerous external factors.

Purpose of the Study:

  • To explore how basic cognitive research can explain responses to wine.
  • To investigate the impact of contextual factors on wine perception.
  • To examine the role of sonic seasoning in wine evaluation.

Main Methods:

  • Review of experiential wine research.
  • Analysis of studies on contextual influences (lighting, music).
  • Examination of sonic seasoning research.

Main Results:

  • Packaging, glassware, lighting, and music significantly influence wine tasting experiences.
  • Sonic seasoning can accentuate specific wine attributes like sweetness and body.
  • Multisensory research provides insights into basic perception and marketing.

Conclusions:

  • Contextual factors play a profound role in shaping wine perception.
  • Understanding these influences has implications for both scientific research and marketing strategies.
  • Experiential wine research offers valuable data on multisensory perception applicable to various food and beverage products.