WAC 2022 banner
IVES 9 IVES Conference Series 9 WAC 9 WAC 2022 9 2 - WAC - Oral presentations 9 How do we describe wine imagery? Expertise shapes language usage and multimodal imagery for wine

How do we describe wine imagery? Expertise shapes language usage and multimodal imagery for wine

Abstract

The acquisition of wine expertise is a multi-faceted and multisensory process with implications for sensory perception, attention, memory, and language production. With the prevalence of the predictive model of brain functioning, one area of burgeoning research interest involves wine mental imagery, since the brain relies on imagined experiences to build predictions for the future. Recent evidence has shown that, for instance, those with higher imagery vividness are more susceptible to wine advertising. However, little is known about the association between mental imagery and other associated cognitive processes, such as the ability to produce words that describe such imagery. 

To answer this question, we compared the performance of 49 wine experts (WSET Diploma level or equivalent) with a control group of 82 novices. All participants completed the newly validated Vividness of Wine Imagery Questionnaire, where they rated perceived vividness of imagery in four different sensory modalities (vision, smell, taste, mouthfeel) over six different tasting scenarios. In addition to rating imagery vividness, they also wrote descriptions of their imagined experiences for each scenario and modality. 

Our results showed that experts and novices differed in both wine imagery vividness and in their use of language to describe imagined wine tasting experiences. First, wine experts experienced more vivid imagery compared to novices in all sensory modalities (smell, taste, mouthfeel) except for vision, where novices experienced a similar level of vividness as experts. Moreover, experts used more words and more source terms to describe their imagery experiences compared to novices. Linguistic analysis revealed that, when describing imagined aromas, experts used words that have a higher level of concreteness, are more strongly associated with olfaction, and are more specific in their description of odours. Finally, we found a positive relationship between imagery vividness and the length of description across all modalities. 

The present study indicates that the acquisition of wine expertise involves changes in both language usage and vividness of olfactory imagery. However, future investigation is needed to elucidate the causal relationship between vocabulary development and imagery specificity.

DOI:

Publication date: June 13, 2022

Issue: WAC 2022

Type: Article

Authors

Qian Janice, Ilja, CROIJMANS, Robert, PELLEGRINO

Presenting author

Qian Janice, WANG – Aarhus University, Denmark

Utrecht University, Netherlands | Monell Chemical Senses Center, USA

Contact the author

Keywords

mental imagery; wine expertise; natural language processing; multisensory perception; cognition

Tags

IVES Conference Series | WAC 2022

Citation

Related articles…

Using Landsat LST data to predict vineyard productivity anomalies: A case study in the Euganean Hills wine region, Italy

In the current scenario of climatic variability, even though the vine (Vitis vinifera) is a species generally considered very fertile, the process of bud differentiation is particularly influenced by the weather trend not only of the current year but also of the previous one.

Read More

Staying hydrated – not easy when it’s hot!

Heat and drought episodes during the growing season are becoming more frequent and more severe in many of the world’s grape‐growing regions

Read More

Scalable asymptomatic grapevine leafroll virus complex-3 detection through integrated airborne imaging spectroscopy, autonomous robotics, and cloud computing

The past three decades of terrestrial remote sensing research have delivered unprecedented insights into our fundamental ability to detect, quantify, and differentiate plant disease (Gold 2021). However, much of our fundamental knowledge in this domain has come from studies in non-agricultural systems and until recently, most agricultural studies, when extant, have focused on tree crops where canopy closure and large plot and plant size facilitate stress detection at low spatial resolution. Recent engineering innovations and advancements in constellation architecture design have refined the accuracy and scalability of airborne and spaceborne sensing platforms, enabling us to monitor diverse specialty crops, including grapevine, planted in smaller, spatially varied fields.

Read More

Mapping grape composition in the field using VIS/SWIR hyperspectral cameras mounted on a UTV

Assessing grape composition is critical in vineyard management. It is required to decide the harvest date and to optimize cultural practices toward the achievement of production goals. The grape composition is variable in time and space, as it is affected by the ripening process and depends on soil and climate conditions.

Read More

NEW INSIGHTS INTO VOLATILE SULPHUR COMPOUNDS SCALPING ON MICROAGGLOMERATED WINE CLOSURES

The evolution of wine during bottle ageing has been of great interest to ensure consistent quality over time. While the role of wine closures on the amount of oxygen is well-known [1], closures could also play other roles such as the scalping phenomenon of flavour compounds. Flavour scalping has been described as the sorption of flavour compounds by the packaging material, which could result in losses of flavour intensity. It has been reported in the literature that volatile sulphur compounds (VSC) can be scalped on wine closures depending on the type of closure (traditional and agglomerated cork, screw-cap, synthetic [2]).

Read More