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…

Use of multispectral satellite for monitoring vine water status in mediterranean areas

The development of new generations of multispectral satellites such as Sentinel-2 opens possibilities as to vine water status assessment (Cohen et al., 2019). Based on a three years field campaign, a model of Stem Water Potential (SWP) estimation on vine using four satellite bands in Red, Red-Edge, NIR and SWIR domains was developed (Laroche-Pinel et al., 2021). The model relies on SWP field measures done using a pressure chamber (Scholander et al., 1965), which is a common, robust and precise method to assess vine water status (Acevedo-Opazo et al., 2008). The model was mainly developed from from SWP measures on Syrah N (Laroche Pinel E., 2021).

A large scale monitoring was organized in different vineyards in the Mediterranean region in 2021. 10 varieties amongst the most represented in this area were monitored (Cabernet sauvignon N, Chardonnay B, Cinsault N, Grenache N, Merlot N, Mourvèdre N, Sauvignon B, Syrah N, Vermentino B, Viognier B). The model was used to produce water status maps from Sentinel-2 images, starting from the beginning of June (fruit set) up to September (harvest). The average estimated SWP for each vine was compared to actual field SWP measures done by wine growers or technicians during usual monitoring of irrigation programs. The correlations between mean estimated SWP and mean measured SWP were at the same level than expected by the model. (Laroche Pinel, 2021) The general SWP kinetics were comparable. The estimated SWP would have led to same irrigation decisions concerning the date of first irrigation in comparison with measured SWP.

Acevedo-Opazo, C., Tisseyre, B., Ojeda, H., Ortega-Farias, S., Guillaume, S. (2008). Is it possible to assess the spatial variability of vine water status? OENO One, 42(4), 203.
Cohen, Y., Gogumalla, P., Bahat, I., Netzer, Y., Ben-Gal, A., Lenski, I., … Helman, D. (2019). Can time series of multispectral satellite images be used to estimate stem water potential in vineyards? In Precision agriculture ’19, The Netherlands: Wageningen Academic Publishers, pp. 445–451.
Laroche-Pinel, E., Duthoit, S., Albughdadi, M., Costard, A. D., Rousseau, J., Chéret, V., & Clenet, H. (2021). Towards vine water status monitoring on a large scale using sentinel-2 images. remote sensing, 13(9), 1837.
Laroche-Pinel,E. (2021). Suivi du statut hydrique de la vigne par télédétection hyper et multispectrale. Thèse INP Toulouse, France.
Scholander, P.F., Bradstreet, E.D., Hemmingsen, E.A., & Hammel, H.T. (1965). Sap pressure in vascular plants: Negative hydrostatic pressure can be measured in plants. Science, 148(3668), 339–346.

Climate change, regional adaptation necessities and impact on grape and wine composition – an integrated view on a moving target

Grapevines are cultivated on 6 out of 7 continents, roughly between latitudes 4° and 56° in the Northern Hemisphere and between 6° and 42° in the Southern Hemisphere across a large diversity of climates (oceanic, warm oceanic, transition temperate, continental, cold continental, Mediterranean, subtropical, attenuated tropical, and arid climates).

Assessing the benefits of irrigation access: the case of Southern France vineyards

Agriculture worldwide is threatened by climate change. In particular, declining water resource availability combined with increasing water demand is a key challenge in many rainfed areas, where irrigation appears to be a straightforward adaptation option. In this context, assessing the impacts of irrigation adoption on farm yields and incomes is a necessary step to reflect on the impact of both ex-post and ex-ante policies.

EXPLORING THE ROLE OF TRANSITION METAL IONS IN THE EVOLUTION OF ESTERS COMPOSITION OF YOUNG WHITE WINE DURING AGEING

Young white wines are typically released to the market a few months after harvest, to be consumed within a year, when their fresh fruity aromas are still dominant and appealing to modern consumers. Esters, particularly higher alcohol acetates (HAAs) and ethyl esters of fatty acids (EEFAs), play a central role in the fruity expression of young white wines [1]. However, these esters are known to undergo significant hydrolysis during the first months of aging [1, 2].

Comportement phénologique et végétatif de la cv “Italia” en rapport an climat dans les deux zones typiques de viticulture de table en Sicile

Le travail a le but de contribuer à faire connaître l’influence du milieu, en particulier le climat, sur l’expression génétique de la variété Italia en Sicile.
L’etude a étè effectué durant six années, du 1992 au 1997