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Effects of immersive context and wine flavor on consumer wine flavor perception and elicited emotions
University of Adelaide, Australia.ORCID iD: 0000-0002-2642-283x
2017 (English)In: American Journal of Enology and Viticulture, ISSN 0002-9254, E-ISSN 1943-7749, Vol. 68, no 1Article in journal (Refereed) Published
Abstract [en]

Food studies have shown that emotional responses can be influenced by food alone and by its environ­mental context. The influence of context on perception and liking of red wine flavors and on the emotions evoked is poorly understood. The primary aim of this research was to examine the effect of wine flavors and context by immersive environment on consumer-perceived intensities of green and floral flavors, liking, and emotions elicited during wine consumption. Red wine consumers (n = 105) tasted three Cabernet Sauvignon wines: an unaltered control wine (CW), green wine (GW; control wine spiked with 3-isobutyl-2-methoxypyrazine), and floral wine (FW; control wine spiked with rose water), in both a “floral” room (FR) and a “green” room (GR). The wine consumers were asked to taste and rate the intensity of green and floral flavors, hedonic liking, and the emotions elicited. The results showed that in both rooms, FW was rated consistently higher in floral flavor and GW was rated higher in green flavor. CW and FW were significantly (p < 0.001) more liked than the GW. Based on wine liking, three clusters were identified. CW and FW evoked significantly higher positive emotions than GW (p < 0.05), while GW evoked significantly higher negative emotions than CW and FW (p < 0.05) in both rooms. The effect of immersive environ­ment did not influence flavor perception, hedonic liking, or emotional responses. Consumers were also separated into three clusters according to their liking of wines tasted, and despite clusters having identical liking for certain wines, the associated emotions differed. 

Place, publisher, year, edition, pages
American Society for Enology and Viticulture , 2017. Vol. 68, no 1
Keywords [en]
Consumer behavior, Emotion, Hedonic rating, Immersive context, Wine flavor
National Category
Food Science
Identifiers
URN: urn:nbn:se:ri:diva-56373DOI: 10.5344/ajev.2016.16056Scopus ID: 2-s2.0-85008196669OAI: oai:DiVA.org:ri-56373DiVA, id: diva2:1592335
Note

Funding details: University of Adelaide, H-2014-100; Funding details: South Australian Research and Development Institute, SARDI; Funding text 1: This research was funded by the School of Agriculture, Food and Wine of the University of Adelaide and by Australian grapegrowers and winemakers through their investment body, Wine Australia, with matching funds from the Australian government. The consumer study was approved by the Human Research Ethics Committee of the University of Adelaide (project number: H-2014-100). The South Australian Research and Development Institute (SARDI) is greatly appreciated for providing potted plants. The authors wish to thank all the consumers who participated in this tasting trial. Also, thanks to Laura Fassier and Gersende Carquex for their kind help and to the sensory science team for their precious comments and advice.

Available from: 2021-09-08 Created: 2021-09-08 Last updated: 2023-05-23Bibliographically approved

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Niimi, Jun

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