Psychology of Wine Preference, 1:30 p.m., BSEL 103

You are invited to attend the following seminar presented by Dr. Anthony Saliba from Charles Sturt University, Wagga Wagga, Australia.
Wednesday, March 12
1:30pm
WSU Tri-Cities
BSEL Bldg, Room 103
2710 Crimson Way, Richland

“The Psychology of Wine Preference”
Wine aroma and taste are factors that substantially predict wine preference and work in the area has focused on wine active compounds, using methodologies such as Gas Chromatography (GC) where highly accurate and repeatable measurements can be made. Dr. Saliba is Professor of Perceptual Psychology and studies how humans are influenced when making preference judgments. Prof Saliba has training in Bio Chemistry and Psychology and has swapped his GC for humans to make measurements. This has elucidated a range of phenomena that are important to wine science, and also presents some unique challenges given the variability associated with human judgment. Research in the area has shown that context, past experience and mood can influence preference – even the type of music played in the background can influence which wines people purchase from cellar door!

Attend this lecture to better understand the consumer and to discuss your own experiences with end consumers and customers.