Prediction of preference and choice of wines by EEG derived measures during taste and smell procedures.

Kosters, J (2017) Prediction of preference and choice of wines by EEG derived measures during taste and smell procedures.

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Abstract:Research within the field of consumer neuroscience shows that preference and choice of movies, food, and wine can be predicted by neural measures. Recent research showed that preference and choice of movie trailers can be predicted by EEG derived beta activity. The goal of this study was to examine whether neural measures make a valuable contribution to the prediction of preference and choice of wines. Participants indicated preference of four different wines after tasting and smelling the wines. EEG was recorded during the whole experiment to examine beta activity. Reported ratings of wines by participants and beta activity did not reveal preference for the wines. However, higher amplitudes of beta activity during the smell procedure were found compared to the taste procedure and the baseline measure. Unfortunately, this study failed to confirm the question if neural measures could make a valuable contribution to the prediction and choice of wines. Several explanations could be noted, for example the attribute substitution heuristic, the ambiguity of the predictive value of the different frequency bands, and the researcher’s degree of freedom could have been of influence on the fact that no preference for one of the wines was found.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/72514
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