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Original Research ARTICLE Provisionally accepted The full-text will be published soon. Notify me

Front. Neurosci. | doi: 10.3389/fnins.2019.01157

Cognitive disposition to wine consumption: how the brain is wired to select the perfect bottle with a novel musical twist

 Andras Palotas1*, Gabriella Soos2 and Zsolt Zsofi2
  • 1Asklepios, Hungary
  • 2Eszterházy Károly College, Hungary

Taste is not a veridical perception: it is modifiable by cognitive and affective processes, as well as by expectations. Even though molecular composition determines the savor, various other factors such as external characteristics and basic assumptions have a sway over perceived pleasantness of food and drink. The rituals associated with wine tastings especially underscore the importance of these subjective ramifications. While auditory stimuli are known to influence drinking experience, the impact of melody on the product itself and on corollary consumer preference is unknown. As routine judgments are also influenced by informational cues, here we evaluated whether description of a unique technological innovation (ie. serenaded grapes and barrels) as cogent suggestion of quality improves willingness to buy. This project unveils that the belief about music-fed wines, which might be construed as a motivational bias, can alter purchasing decisions, however further neuro-marketing studies are warranted with this respect.

Keywords: Systems neuroscience, decision neuroscience, Multi-sensory environment, Perception, Taste

Received: 02 Aug 2019; Accepted: 14 Oct 2019.

Copyright: © 2019 Palotas, Soos and Zsofi. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

* Correspondence: Prof. Andras Palotas, Asklepios, Szeged, Hungary, palotas@asklepios-med.eu