Food studies have shown that emotion responses can be influenced by the food alone and environmental context. The influence of context on the perception and liking of red wine flavors and on the emotions evoked is poorly understood. The main aim of this research was to examine the effect of wine flavors and context by immersive environment on consumer’s perceived intensities of green and floral flavors, liking and emotions elicited during wine consumption. Red wine consumers (n = 105) tasted three Cabernet Sauvignon wines; control wine (CW), green wine (GW, control wine spiked with 3-isobutyl-2-methoxypyrazine, IBMP), and floral wine (FW, control wine spiked with rose water), in both a “floral” room (FR) and a “green” room (GR). The wine consumers were asked to taste and rate the intensity of green and floral flavors, hedonic liking and the emotions elicited. The results showed that in both rooms, FW was rated consistently higher in floral flavor and GW higher in green flavor. The control and FW were significantly (p < 0.001) more liked than the GW. Based on wine liking, three clusters were identified. The control and FW evoked significantly higher positive emotions relative to the GW (p < 0.05), whereas GW evoked significantly higher negative emotions compared to the control and FW (p < 0.05) in both rooms. The effect of immersive environment did not influence flavor perception, hedonic liking or emotion responses. Consumers were also separated into three clusters according to their liking of wines tasted and despite clusters having identical liking for certain wines the associated emotions differed.
- ©2016 by the American Society for Enology and Viticulture