The nose knows: influence of colour on perception of wine aroma

Parr, Wendy V.; White, K. Geoffrey; Heatherbell, D. A.

doi:10.1080/09571260410001677969

Cited by 126 publications

(95 citation statements)

References 28 publications

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“…Indeed, previous works have shown that as expertise increases, the organization of chemosensory knowledge changes (Solomon 1997;Ballester et al 2008). In line with this idea, Parr et al (2003) investigated the occurrence of color-induced olfactory bias in wine experts and in novices. The authors hypothesized that because of their knowledgedriven expectations, experts should be more prone to experience a color-induced olfactory bias than novices.…”

Section: Introductionmentioning

confidence: 66%

The Odor of Colors: Can Wine Experts and Novices Distinguish the Odors of White, Red, and Rosé Wines?

et al. 2009

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Recently, several papers have investigated colorinduced olfactory biases in wine tasting. In particular, Morrot et al. (Brain and Language, 79, 309-320, 2001) reported that visual information mostly drove wine description and that odor information was relatively unimportant in wine tasting. The present paper aims to study the relationship between the color of wine and its odor through a different approach. We hypothesize that people have stable mental representations of the aroma of the three wine color categories (red, white, and rosé) and that visual information is not a necessary clue to correctly categorize wines by color. In order to explore this issue, we adopted two complementary approaches. In the first one, we presented 18 wines (six reds, six whites, and six rosés) in dark glasses to our participants who were asked to smell the wines and categorize them into three categories: "red wine," "white wine," or "rosé wine." Because we expected categorization performance to be affected by participants' expertise, we used two groups of participants corresponding to wine experts and wine novices. The second approach was designed in order to verify whether the most salient perceptual differences among samples were correlated with the output of the ternary sorting task. Using the same 18 wines, we asked a third panel composed of trained assessors to perform a wine description, a free sorting task based on wines' odor similarity, and finally, the same ternary sorting task carried out by experts and novices. We found that experts and novices were able to correctly identify red and white wines but not rosé wines. Contrary to our expectations, experts and novices performed at the same level. Trained panelists also categorized accurately white wines and red wines but not rosé wines. From a more perceptual point of view, the free sorting task yielded virtually the same result. Finally, in terms of wine description, again, a clear segmentation was obtained between white and red wines. White wines were described by yellow or orange odorant sources, while the red wines were described by dark odorant sources. In the light of our results, cognitive mechanisms potentially involved in the organization of sensory knowledge and wine categorization are also discussed.

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Section: Introductionmentioning

confidence: 66%

The Odor of Colors: Can Wine Experts and Novices Distinguish the Odors of White, Red, and Rosé Wines?

et al. 2009

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“…Given that blind tasting is a typical methodological approach in the context of food and beverage marketing, our experimental design relies on existing studies in the field of wine marketing (e.g. Ballester et al, 2005;Lecocq et al, 2005;Masson et al, 2008;Parr et al, 2003;Solomon, 1997;Wansink, 2006). Particularly, our blind tests were designed to measure the extent to which the "organic" status brings bias into the sensory perception and evaluation of the given wines.…”

Section: Rq4 Is There Any Association Between Positive Attitudes Towmentioning

confidence: 99%

Tasting green: an experimental design for investigating consumer perception of organic wine

Wiedmann

Hennigs

Behrens

et al. 2014

British Food Journal

117

137

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(2005),"Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food", British Food Journal, Vol. 107 Iss 8 pp. 606-625 https:// doi.org/10.1108/00070700510611002 Access to this document was granted through an Emerald subscription provided by emerald-srm:271967 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.*Related content and download information correct at time of download. Purpose -There is empirical evidence that the image of organic products has a stronger effect on consumer perception than the intrinsic characteristics. Against this background, the aim of this paper is twofold; first, to ascertain if the stimulus "organic food", placed by storytelling, influences the perception of wine. Based on this, the study tries to discover wherein a positive perception of organic wine might be reflected (e.g. willingness to pay premium prices, better taste perception). Design/methodology/approach -Focusing on the consumer perception and evaluation of conventional versus organic wine, it was decided to use an experimental design with a blind taste test procedure. The prediction was that subjects would rank a wine described as organic higher than a conventional wine -even if there is no objective difference. Consumer perceptions and attitudes toward the wines were assessed using a questionnaire including wine preference, buying and recommendation intention, and willingness to pay. Besides, consumer wine knowledge and consumer personal environmental orientation were measured as individual constructs.Findings -In accordance with existing research insights, consumers tend to prefer organic products over conventional ones. In this context, the experiment shows that adding information on the product's process during a blind test leads consumers to increase their ratings in favour of the "organic wine". Interesting is that consumers even give a better rating for "conventional wine" just described as being "organic", indicating that the appearance and taste are perceived to be better, and the price intention is higher -thus, a pure signalling effect is achieved. Originality/value -The key finding of the study was that even if...

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“…When we evaluate a wine, even at the level of a simple recognition judgment, processing the multi-sensorial input likely involves all of the processes mentioned above under most circumstances. One important aspect of cognitive processing in a wine-tasting context is the integration of 'top-down' and 'bottom-up' information processes (Parr, White & Heatherbell, 2003). This involves a taster's already-gained knowledge and emotions influencing perception of…”

Section: A Cognitive Analysis Of Wine Tastingmentioning

confidence: 99%

“…This includes work on colour-flavour perceptual bias (Morrot et al, 2001;Parr et al, 2003) and other expectation-driven phenomena such as influence of wine price or bottle weight (Piqueras-Fiszman & Spence, 2012).…”

Section: Accepted Manuscriptmentioning

confidence: 99%

Demystifying wine tasting: Cognitive psychology's contribution

Parr

2019

Food Research International

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Over recent decades, cognitive psychology has made a significant contribution to our understanding of wine-tasting phenomena. At the most fundamental level the discipline's contribution has made us aware that even an apparently 'simple' judgment, such as noting that a wine's odour reflects over-ripe fruit, involves not just our nose but sophisticated cognitive processing. With its information-processing model of how people interact with their surrounding world, and its methodologies and theories regarding how we perceive, conceptualise, remember, image, make judgments, and communicate our experiences, cognitive psychology has markedly advanced our understanding of wine tasting and wine tasters. This review highlights notable wine sensory research outcomes that make evident the importance of a taster's cognitive processes in their wine analysis and appreciation. These include data providing evidence for colour-flavour perceptual bias, prototypical thinking, knowledge-based wine judgments, the close links between olfactory memory, autobiographical memory and emotion, and the notion of wine expertise. Further, it will be argued that such data demonstrate how a consensus model, still dominant in much wine sensory analysis, is limited at best and inappropriate for sensory analysis of complex products such as wine in many contexts. Critical to this argument is appreciating that differences amongst tasters, reflecting each individual's physiology, experience and knowledge, are valid data in themselves rather than 'error in the machine' as they were conceptualised within traditional consensus models of sensory analysis. The article terminates with reference to a promise for even greater understanding of wine tasting phenomena that the future offers by links between cognitive psychology's behavioural data and recent technological advances in neuropsychology and neurophysiology (e.g., cerebral imaging techniques).Key words: Wine; sensory; tasting; cognition; psychology ACCEPTED MANUSCRIPT A C C E P T E D MA N U S C R I P T IntroductionHow extensively is our brain involved when we taste a wine? What lets us appreciate the flavours and textures of this complex beverage? And how does the bouquet of a fine wine effortlessly evoke distant memories and emotions? The aim of this brief review is to highlight both historically important and selected, recent research reminding us that wine is as cerebral as it is sensual.The scientific literature provides in-depth knowledge about 'tasting'; i.e., the visual, gustatory (taste), olfactory (smell by nose; aroma by retro-nasal olfaction), and trigeminal (mouth-feel) sensory systems involved when we experience food stimuli (Doty, 2015). The notion that these multiple sensory inputs combine centrally to produce what we call flavour (Auvray & Spence, 2008;Jinks & Laing, 2001) has also received scholarly attention. In contrast, the specific cognitive processes and emotional experiences associated with such sensory phenomena have been relatively neglected by the food science communi...

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The nose knows: influence of colour on perception of wine aroma

Cited by 126 publications

References 28 publications

The Odor of Colors: Can Wine Experts and Novices Distinguish the Odors of White, Red, and Rosé Wines?

The Odor of Colors: Can Wine Experts and Novices Distinguish the Odors of White, Red, and Rosé Wines?

Tasting green: an experimental design for investigating consumer perception of organic wine

Demystifying wine tasting: Cognitive psychology's contribution

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