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• W130596510 abstract "Wine has proven itself a complex consumer product for researchers. Although a commonly consumed product, preference for wine depends on both intrinsic and extrinsic attributes (Espejel and Fandos 2009), providing researchers with a vast area of study. Consumers base wine choices and perceptions of wine quality on country of origin (Guidry, Babin, Graziano, and Schneider 2009), label information (Boudreaux and Palmer 2007), price (Lockshin and Rhodus 1993), and taste (Dodd 1995). Wine tasting is an integral method for engaging consumers, whether a sip in the retail store or a glass in the tasting room. Wine producers go to great lengths to educate consumers on evaluating wine quality based on taste and aroma but have no feasible method to test the effectiveness of this type of instruction. Understanding the sensory and perceptual processes of wine tasting may offer insight into how consumers at different levels of wine expertise use their senses to evaluate wine. Previous literature examining neural processing of taste has found activation in the orbitofrontal cortex of the frontal lobes (Kringelbach, O’Doherty, Rolls, and Andrews 2003). These studies have shown both sweet and salty tastes are processed in the orbitofrontal cortex but in slightly different areas of this region (O’Doherty, Rolls, Francis, Bowtell, and McGlone 2001). Like pleasant tastes, pleasant olfactory stimuli have been shown to activate the orbitofrontal cortex as well (Grabenhorst, Rolls, Margot, da Silva, and Velazco 2007). The current study uses functional near-infrared spectroscopy to examine processing in the frontal lobe during wine tasting and aroma evaluation. Functional Near-Infrared (fNIR) utilizes light on the near infrared spectrum (700 – 900 nm), which is relatively transparent to biological tissue. Oxygenated and de-oxygenated hemoglobin in the blood reflects this light, producing scattering of light that can be picked up by photosensitive detectors. Higher rates of change in oxygenation indicate higher activation in the brain during a task. Light scatter is measured and calculated with a modification of Beer-Lambert’s Law (for more on this equation see Ayaz 2010), one can draw conclusions about the change in oxygenated and deoxygenated blood over time in a local area of the brain, inferring increased or decreased cerebral activity (Izzetoglu, Izzetoglu, Bunce, Ayaz, Devaraj, and Onaral 2005). The light-scattering regions measured lie between near-infrared light sources and the detectors both on a sensor pad, leading to sixteen measurement locations. The sensor pad is normally placed on the forehead because this region easily allows for unimpeded skin contact and can detect cerebral activity in the frontal cortex. Activation during each task is measured and a rate of change is calculated from the baseline measurement. Sixty (N = 60) undergraduate students tasted and smelled both sweet and dry wines while sixteen defined areas of their frontal lobes were measured with fNIR. Orbitofrontal activation was significantly activated in the wine tasting condition. In the olfactory task, larger areas of the frontal lobes showed significant rates of activation change than when participants tasted wine. Medial lateral prefrontal and orbitofrontal cortices were both implicated, however, activation was significantly higher in the orbitofrontal cortex. Knowledge level of wine did not predict neural processing when participants evaluated aroma of wine, however, those with higher wine knowledge did show significantly higher activation in specific frontal lobe regions when tasting. These differences were pronounced in several regions during dry wine tasting. When tasting high sweet wine, those with more wine knowledge showed significantly higher activation in the left orbitofrontal cortex; when tasting dry wine, the following three areas showed significantly higher activation: left orbitofrontal, right orbitofrontal, left medial lateral. Developing a better understanding of the biological processes involved in tasting may lead to understanding the differences in consumer preferences for wine. This study represents one step toward discovering the neurological processes that lead consumers to purchase specific types of wine." @default.
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• W130596510 date "2014-10-13" @default.
• W130596510 modified "2023-09-25" @default.
• W130596510 title "Tasting & Evaluating Aroma of Wine: Frontal Lobe Measurement Using Near Infrared" @default.
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• W130596510 doi "https://doi.org/10.1007/978-3-319-10951-0_240" @default.
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