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Evaluating cognitive processing and preferences through brain responses towards country of origin for wines: the role of gender and involvement

Pagan, Karina, Giraldi, Janaina, MAHESHWARI, Vish, de Paula, Andre and de Olivera, Jorge (2021) Evaluating cognitive processing and preferences through brain responses towards country of origin for wines: the role of gender and involvement. International Journal of Wine Business Research. ISSN 1751-1062

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Abstract or description

Purpose
This study aims to analyse the impact of the country of origin of wines on cognitive processing and preferences through brain responses for consumers from the perspective of gender and the level of involvement.

Design/methodology/approach
A wine tasting experiment was performed using electroencephalography (EEG). The sample consisted of 40 students from an important Brazilian university. In the first group, the participants tasted two glasses of wine with Brazilian then French origins. In the second group, the participants only tasted one glass of wine, without the origin information. The wine was the same in both groups and from Brazilian origin. Throughout the tasting process, participants had their brain responses recorded via the EEG.

Findings
The main findings suggest that the country of origin did not have a significant influence on cognitive processing or preferences for consumers in general, neither for women nor consumers of high involvement. For men, there was greater cognitive processing for Brazilian wines. However, there was no preference for men among the origins of wines. For consumers with low involvement, there was a difference in cognitive processing, presenting a greater value for Brazil and without origin information. Also, for low-involvement consumers, a greater preference for wine from France was seen.

Originality/value
This study presents a new contribution to the literature by analysing the cognitive processing and preferences through brain responses for consumers from the perspective of gender and the level of involvement.

Item Type: Article
Additional Information: This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com'
Faculty: School of Business, Leadership and Economics > Business, Management and Marketing
Depositing User: Library STORE team
Date Deposited: 26 Feb 2021 16:13
Last Modified: 26 Feb 2021 16:13
Related URLs:
URI: http://eprints.staffs.ac.uk/id/eprint/6804

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