Abstract：
BACKGROUND: Any action capable of creating expectations about product quality would be able to modulate experienced pleasantness. In this context, during the 2022 edition of the Internet Festival (Pisa, Italy) a \'social experiment\' was promoted to set up an affordable and reliable methodology based on wearable sensors to measure the emotions aroused in a live context on consumers by different kinds of wines. Therefore, five wines (two faulty ones and three high-quality samples) were proposed to 50 non-selected consumers in an arousing context with live jazz music as background. Both explicit (questionnaires) and two different approaches for implicit methods (electrocardiogram (ECG) recorded by wearable sensors vs. smartphones), the latter performed on a subgroup of 16, to measure the emotions aroused by wines and music were utilized synergistically.
RESULTS: According to our findings: (i) wine undoubtedly generates a significant emotional response on consumers; (ii) this answer is multifaceted and attributable to the quality level of the wine tasted. In fact, all things being equal, while drinking wine even untrained consumers can perfectly recognize good wines compared to products of lower quality; (iii) high-quality wines are able to induce a spectrum of positive emotions, as observed by the analysis of ECG signals, especially when they are coupled with background music.
CONCLUSIONS: The framework has certainly played to the advantage of good-quality wines, fostering their positive emotional characteristics on the palate even of some less experienced consumers, thanks to a dragging effect towards a positive mood generated by the surrounding conditions (good music in a beautiful location). © 2024 Society of Chemical Industry.
RESULTS: According to our findings: (i) wine undoubtedly generates a significant emotional response on consumers; (ii) this answer is multifaceted and attributable to the quality level of the wine tasted. In fact, all things being equal, while drinking wine even untrained consumers can perfectly recognize good wines compared to products of lower quality; (iii) high-quality wines are able to induce a spectrum of positive emotions, as observed by the analysis of ECG signals, especially when they are coupled with background music.
CONCLUSIONS: The framework has certainly played to the advantage of good-quality wines, fostering their positive emotional characteristics on the palate even of some less experienced consumers, thanks to a dragging effect towards a positive mood generated by the surrounding conditions (good music in a beautiful location). © 2024 Society of Chemical Industry.
摘要：
背景：任何能够产生对产品质量的期望的行动都能够调节体验到的愉悦。在这种情况下，在2022年互联网节期间(比萨，意大利）提倡“社会实验”，以建立一种基于可穿戴传感器的负担得起的可靠方法，以测量不同种类的葡萄酒在消费者的真实环境中引起的情绪。因此,在以现场爵士音乐为背景的唤醒环境中，向50名未选择的消费者推荐了5种葡萄酒（两种有缺陷的葡萄酒和三种高质量的样品）。显式（问卷调查）和隐式方法的两种不同方法（心电图-可穿戴传感器与智能手机记录的心电图），后者在16个亚组上进行，以测量葡萄酒和音乐引起的情绪。
结果：根据我们的发现，（i）葡萄酒无疑会对消费者产生重大的情感反应；（ii）这个答案是多方面的，可归因于所品尝葡萄酒的质量水平。事实上,万物平等,与低质量的产品相比，即使是未经训练的消费者也可以完全识别好的葡萄酒；（iii）高质量的葡萄酒能够引起积极的情绪，如通过对ECG信号的分析所观察到的，尤其是当它们与背景音乐结合时。
结论：该框架无疑发挥了优质葡萄酒的优势，即使是一些经验不足的消费者，也可以在味觉上培养他们积极的情绪特征，由于对周围条件产生的积极情绪的拖动效果（在美丽的位置良好的音乐）。本文受版权保护。保留所有权利。
结果：根据我们的发现，（i）葡萄酒无疑会对消费者产生重大的情感反应；（ii）这个答案是多方面的，可归因于所品尝葡萄酒的质量水平。事实上,万物平等,与低质量的产品相比，即使是未经训练的消费者也可以完全识别好的葡萄酒；（iii）高质量的葡萄酒能够引起积极的情绪，如通过对ECG信号的分析所观察到的，尤其是当它们与背景音乐结合时。
结论：该框架无疑发挥了优质葡萄酒的优势，即使是一些经验不足的消费者，也可以在味觉上培养他们积极的情绪特征，由于对周围条件产生的积极情绪的拖动效果（在美丽的位置良好的音乐）。本文受版权保护。保留所有权利。
