Learning from Experience? Multisensory Tools Create Discerning Wine Lovers
Learning from Experience? Multisensory Tools Create Discerning Wine Lovers
May 24, 2010 6
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."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.
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