Pagan, Karina Munari; Giraldi, Janaina de Moura Engracia; … - In: International Journal of Wine Business Research 33 (2021) 4, pp. 481-501
Purpose: This study aims to analyse the impact of the country of origin of wines on cognitive processing and preferences through brain responses for consumers from the perspective of gender and the level of involvement. Design/methodology/approach: A wine tasting experiment was performed using...