Innovative approaches to examining consumer preferences when choosing wines

Abstract

Consumer neuro-science is a new fi eld in marketing, which aims to predict the consumer behaviour and to obtain information about feelings and preferences based on the physiological changes. We can objectively reveal our inexplicable behaviour to which we are not able to answer using a questionnaire in the traditional market research. An accurate measurement enables marketers to compare the response during research, such as the impact moments associated with a particular product or brand, how they react to diff erent marketing stimuli. Th e paper aims to assess the current possibilities of the interdisciplinary examination of wines as well as to identify new opportunities for the current utilization of the knowledge of modern research methods. Th e research was conducted by measuring the electrical activity of the brain through the electroencephalography (EEG) and the software platform for analysing facial expressions. Th e research objective was the recognition of consumer emotions during the tasting of eight kinds of blank samples of wine. Using the interdisciplinary research, we identifi ed facial expressions (happiness, sadness, disgust, neutral emotions, anger and surprise) that were captured immediately after tasting each type of test wines and the electrical activity in the brain based on which we have identifi ed the valence of consumers. Th e achieved results confi rm that neuro-marketing can be a useful tool that will help manufacturers and sellers to off er products that truly and not only in appearance satisfy customers. Ideally, this should lead to more a satisfi ed and better functioning market supply and demand and market positioning.

Review and Classification of Emotion Recognition Based on EEG Brain-Computer Interface System Research: A Systematic Review

“…[102,123,218,280] Education These articles tracked students' engagement and learning. [38,281] Assistance These articles explored how assistive technologies or learning resources were provided to individuals.…”

“…Because customer feelings in sales areas are strongly influenced by the perception of the surroundings, recognition of emotional responses can reveal true consumer preferences and improve and assist in the (buying) process. Four articles have presented this idea in different applications [102,123,218,280].…”

The State of Automated Facial Expression Analysis (AFEA) in Evaluating Consumer Packaged Beverages

“…Another study observed and discussed gender differences during wine consumption, with both EEG and AFEA results showing stronger emotional responses from female participants. Some researchers recommend specific sample demographics matched to specific categories, such as female sample pools for wine evaluation [56].…”

Influencia de las emociones en la compra de vino por enoturistas en el nuevo mundo del vino: el caso de México

“…En referencia a las emociones producidas por el vino, en varios estudios se ha demostrado que los consumidores sienten emociones positivas y negativas al catar vino (Horska et al, 2016) o al pensar en su consumo y han establecido el poder de estas emociones para segmentar a los consumidores (Silva et al 2016). Por su parte, Dhar y Wertenbroch (2000) demostraron que los aspectos emocionales pueden conllevar a que una persona compre un vino sólo para probarlo, aunque en principio piense que sea una mala elección.…”