Sense Effects about Wine Consumption by Means of Self Reports and Neuromarketing Methods
Functional features about wine products are mediating consumer evaluation in combination to brand related elements that taken all together provide a multisensory experience (Ding and Tseng, 2015) Sensory characteristics elicit cognitive and affective responses, which influence consumers evaluation of wine brands and products (Krishna, 2012) Wine is a special kind of product as it cannot be truly evaluated until the product has been tasted. Generally this kind of products are studied in the scientific literatures by means of selfquestionnaires that consumers fill in. However, due the complexity of the wine consumption experience, these kind of techniques are often not enough to enable to understand in a precise and systematic way consumer behavior. For this reason, as in the last decades the application of neuroscientific methods to consumer study showed an increasing trend (Plassmann et al. 2008) there is the need to develop empirical methods that allows to deeply understand consumers responds in order to derive a predictable model of consumer behavior.