Saturday, September 12, 2009

The taste of wine   posted by Razib @ 9/12/2009 01:04:00 PM

Expectations influence sensory experience in a wine tasting:
Information about a product may shape consumers' taste experience. In a wine tasting experiment, participants received (positive or negative) information about the wine prior to or after the tasting. When the information was given prior to the tasting, negative information about the wine resulted in lower ratings compared to the group that received positive information. No such effect was observed when participants received the information after the tasting but before they evaluated the wine. Results suggest that the information about the wine affected the experience itself and not only participants’ overall assessment of the wine after the tasting.

Also, see ScienceDaily for a summary. Felix Salmon has another post, Tasting wine blind.

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