an oxford professor says that people's wine preferences are influenced by the colour, the label, the name, whether there's a cork, the lighting of the room & the background music. also partly by the taste & smell  

original article: Spence, 2020 (Cognitive Research: Principles and Implications), reported in: The Daily Mail by Victoria Allen on 13th March 2021

this story was in episode 7 #wine #consumer #paradox #critter

the error bar says

the Daily Mail covers a review by psychologist Professor Charles Spence - who was my PhD supervisor - on the psychology of wine. focusing on why we buy one wine over another, the Mail says it's the simplicity of the name or the particular animal or 'critter' on the label

professor Spence is quoted as saying it's: 'easier to remember a bottle of Yellow Tail or Gato Negro than a bottle of the Hungarian cserszegi fuszeres'

people are also influenced by colours, corks, the room lighting & background music. so don't try to reproduce your wino-holidays back at home - it won't be quite the same

is all that really true?

it seems a fair reflection. Spence says there's more psychology on wine than on any other food or drink

that may be so, but early in the paper he repeats a dubious neuro-claim by neuroenologist Gordon Shephard that "drinking wine engages more of our brain than any other human behaviour". even if that were true, i can't imagine how that claim could be tested

my advice is to take this long, entertaining review on your next holiday, sit by the beach with a bottle of something with a rhino & drink deeply. just make sure you replicate the experimental findings on your return


many psychologists have studied wine psychology. i imagine they'd all conclude that more research [hic] is required


The Daily Mail: fair - scientific story mostly intact