EMOTIONS AND COGNITIVE FUNCTIONS IN THE STUDY OF WINE CONSUMERS PROSPECTS
Evaluation for exploration purposes of the potential offered by the joint use of consumer science and neuropsychology tools, for the integration and optimization of marketing tools available to the wine sector.
• 4 samples of white wine (3 of which are denominations of origin (DO) from the MARCHE Region, one is non-regional)
• 8 wine lovers residing in the Marche Region
• 3 evaluation steps (expectation test)
• EEG for data retrieval
Although only exploratory, and with a small number of observed subjects, this survey shows some of the potential offered by the integration of methods used in consumer science with neuropsychological techniques and instruments.
Through the EEG, it was possible to investigate the cognitive and conscious aspects and, above all, to evaluate the emotional and unconscious aspects associated with wine consumption, but also to intercept the strengths and weaknesses of the brand and product, much more difficult to intercept with the Traditional tools.