Featured Research

from universities, journals, and other organizations

Learning from experience? Multisensory tools create discerning wine lovers

Date:
May 24, 2010
Source:
University of Chicago Press Journals
Summary:
Wine aficionados are better able to resist misleading advertising if they are provided with accurate sensory descriptors, according to a new study.

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.

Related Articles


"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.

Wine is different from products like utilitarian goods, where most brands perform about the same, the authors write. "In our studies we had many aficionados who consumed wine almost daily yet were not able to form meaningful experiential memories and were easily swayed by marketing information."

The study's conclusions may have implications for other products such as music, gourmet food, or movies. "Marketers can engage and direct the aficionados' learning through multisensory advertising," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Kathryn A. LaTour and Michael S. LaTour. Bridging Aficionados' Perceptual and Conceptual Knowledge to Enhance How They Learn from Experience. Journal of Consumer Research, December 2010

Cite This Page:

University of Chicago Press Journals. "Learning from experience? Multisensory tools create discerning wine lovers." ScienceDaily. ScienceDaily, 24 May 2010. <www.sciencedaily.com/releases/2010/05/100518113232.htm>.
University of Chicago Press Journals. (2010, May 24). Learning from experience? Multisensory tools create discerning wine lovers. ScienceDaily. Retrieved April 18, 2015 from www.sciencedaily.com/releases/2010/05/100518113232.htm
University of Chicago Press Journals. "Learning from experience? Multisensory tools create discerning wine lovers." ScienceDaily. www.sciencedaily.com/releases/2010/05/100518113232.htm (accessed April 18, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Saturday, April 18, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Our Love Of Puppy Dog Eyes Explained By Science

Our Love Of Puppy Dog Eyes Explained By Science

Newsy (Apr. 17, 2015) Researchers found a spike in oxytocin occurs in both humans and dogs when they gaze into each other&apos;s eyes. Video provided by Newsy
Powered by NewsLook.com
Scientists Find Link Between Gestational Diabetes And Autism

Scientists Find Link Between Gestational Diabetes And Autism

Newsy (Apr. 17, 2015) Researchers who analyzed data from over 300,000 kids and their mothers say they&apos;ve found a link between gestational diabetes and autism. Video provided by Newsy
Powered by NewsLook.com
Video Messages Help Reassure Dementia Patients

Video Messages Help Reassure Dementia Patients

AP (Apr. 17, 2015) Family members are prerecording messages as part of a unique pilot program at the Hebrew Home in New York. The videos are trying to help victims of Alzheimer&apos;s disease and other forms of dementia break through the morning fog of forgetfulness. (April 17) Video provided by AP
Powered by NewsLook.com
Common Pain Reliever Might Dull Your Emotions

Common Pain Reliever Might Dull Your Emotions

Newsy (Apr. 16, 2015) Each week, millions of Americans take acetaminophen to dull minor aches and pains. Now researchers say it might blunt life&apos;s highs and lows, too. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins