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I think I like this: assessing conscious versus subconscious wine taste responses using neuroscientific techniques

Jeandri Robertson, Caitlin Ferreira, Mignon Reyneke, David Rosenstein
Journal: International Journal of Wine Business Research
International Journal of Wine Business Research (2022) 34 (1): 37–51.
https://doi.org/10.1108/IJWBR-09-2020-0047
Published: 16 July 2021
... paper Product evaluation Methodology EEG Consumer neuroscience Subconscious response Wine marketing research Consumers’ evaluations of wine are often driven by reasons that they themselves do not fully understand (Neeharika et al., 2020 ; Pagan et al., 2021). Interaction...
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