FaceReader Insights into the Emotional Response of Douro Wines

Abstract

Understanding consumers’ emotional responses to wine is essential for improving marketing strategies and product development. Emotions play a pivotal role in shaping consumer preferences. This study investigates the emotional reactions elicited by different types of Douro wines (white, red, and Port) through facial expression analysis using FaceReader software, version 9.0 (Noldus Information Technology, Wageningen, The Netherlands). A total of 80 participants tasted six wine samples, and their facial expressions were recorded and analyzed. FaceReader quantified the intensity of emotions such as happiness, sadness, anger, surprise, fear, and disgust. Arousal levels were also assessed. The results were analyzed through principal component analysis (PCA) to identify patterns and groupings based on emotional responses. White wines evoked more sadness due to their acidity, while red wines were associated with lower levels of sadness and greater comfort. Port wines elicited surprise, probably due to their sweet and fortified nature. Additionally, female participants showed consistently higher arousal levels than males across all wine types. The study highlights distinct emotional profiles for each type of wine and suggests that demographic factors, such as gender, influence emotional responses. These insights can inform targeted marketing and enhance the consumer experience through better alignment of wine characteristics with emotional engagement.