Is knowledge emotion? The subjective emotional responses to wines depend on level of self-reported expertise and sensitivity to key information about the wine.

Many factors influence emotional responses evoked by wines. Here we assessed how self-reported wine expertise, tasting condition (blind vs. informed) as well as sensitivity to key information about wines (e.g., reputation, price, grape variety) impact the subjective affective responses they evoked. We measured subjective affective responses of high and low in self-reported wine expertise consumers to 8 different wines in a blind tasting and in a tasting when information about the wines was known. After their first tasting session, we asked participants the extent to which they considered specific information when they intended to purchase wine (e.g., reputation, etc.). The more wine consumers high in self-reported expertise paid attention to the wine's reputation, the less they used feelings when tasting wines. In contrast, the more the wine tasters low in self-reported expertise paid attention to the wine's reputation, the more feelings they reported. Moreover, when considering positive and negative feelings separately, it appears that the more participants paid attention to the label, the lower the number of positive terms they tended to mention. Additionally, wine tasters low in self-reported expertise were more inclined to report positive feelings towards the wines in the informed condition and if they were sensitive to wine's reputation. In contrast, wine tasters high in self-reported expertise were less inclined to report positive feelings towards the wines in the informed condition and if they were sensitive to wine's reputation. These results hint at the importance of considering psychological theories of emotion while studying wine-elicited emotions, in particular appraisal theories of emotion.