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 Learning from Experience? Multisensory Tools Create Discerning Wine Lovers

This story is from the category Sensors
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Date posted: 30/05/2010

Wine aficionados are better able to resist misleading advertising if they are provided with accurate sensory descriptors, according to a new study in the Journal of Consumer Research.

"Wine is a complex, sensory-driven product, which is difficult to master based on regular consumption alone," write authors Kathryn A. LaTour and Michael S. LaTour (both University of Nevada, Las Vegas). In two experiments, they investigated ways aficionados can learn from their direct wine-tasting experiences.

In their first experiment, the authors provided aficionados with accurate sensory descriptors (a wine aroma wheel) or misleading marketing descriptions. Some participants later received misleading advertising, while others (the control group) did not.

"We find that aficionados who received the accurate sensory descriptors formed stronger memories and were able to withstand persuasion from the misleading advertising, resulting in more accurate experiential memories," the authors write. The participants who received the misleading sensory terms were more accepting of the advertising, which resulted in memory distortion of their taste experiences.

In a second experiment, the researchers compared the effectiveness of the wine aroma wheel and accurate multisensory descriptors provided in an advertisement to more general background information about wine. "The aficionados who had received the wine aroma wheel and the multisensory advertising were more accurate in their recognition than the background knowledge condition and the control condition," the authors explain.

See the full Story via external site: www.sciencedaily.com



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