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Do wine experts share the same mental representation? A drawing elicitation study with wine makers, sellers, and critics

Abstract : Wine experts’ mental representations have often been studied by comparing experts and novices without differentiating between the types of experts. Yet, it seemed that experts developed skills through their training and practice, and thus may have different wine representations. The first objective of this study was to examine the effect of experts’ background and actual occupation on their wine representation. Beaujolais was used as a case study as this vineyard was in constant evolution with the emergence of new mentions such as Pierres Dorées. The second objective was to evaluate how new information was integrated in experts’ mental representation. Three panels were recruited: wine makers, wine sellers, and wine critics. To access their mental representations, a drawing elicitation method was combined with an interview. The results highlighted a common structure in the representations of experts based on two poles: the first pole was linked to the environment and the vineyard, and the second pole was linked to the intrinsic aspects of wines. This universal mental representation of wine would be based on the experts' long-term memory knowledge acquired during training. Some differences linked to the experts’ profession, experience and exposure were also observed. These differences could be explained in terms of perceptual learning. Through shared experiences and exposures, experts with similar occupations and backgrounds developed similar mental representations (e.g., wine makers or wine sellers). Conversely, despite a common occupation, experts with a different experience, practice and background developed idiosyncratic wine representations (e.g., wine critics).
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Submitted on : Thursday, July 8, 2021 - 1:21:43 PM
Last modification on : Thursday, September 23, 2021 - 3:01:50 AM

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Méven Otheguy, Carole Honoré-Chedozeau, Dominique Valentin. Do wine experts share the same mental representation? A drawing elicitation study with wine makers, sellers, and critics. Food Quality and Preference, Elsevier, 2021, 94, pp.104302. ⟨10.1016/j.foodqual.2021.104302⟩. ⟨hal-03281621⟩

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