A cup of black coffee with GI, please! Evidence of geographical indication influence on a coffee tasting experiment

• Published in: Physiology & behavior 2022-03, Vol.245, p.113671-113671, Article 113671
• Main Authors: Artêncio, Mateus Manfrin, Giraldi, Janaina de Moura Engracia, de Oliveira, Jorge Henrique Caldeira
• Format: Article
• Language: English
• Subjects: Brain - physiology; Brain Waves; Coffee; Consumer studies; EEG; Electroencephalography; Female; Geographical indication; Humans; Male; Origin information; Taste
• ISSN: 0031-9384; 1873-507X
• DOI: 10.1016/j.physbeh.2021.113671

•The coffee tasting experiment presented in this paper confirms the significant influence that geographical indication (GI) (expressed a product extrinsic cue) has on consumers' tasting. Research results collaborate with origin literature and the discussion of the role of moderators, suggesting differentiation in the marketing of GIs' products, especially foodstuff.•It was observed that involvement has a tenuous effect of moderation when compared to gender: women showed differences in both brain hemispheres and in more brain waves, which shows greater sensitivity to the origin cue and the coffee tasted. Oppositely, men showed differences in one brain hemispheres and fewer brain waves while completing the tasks.•The analysis of delta and theta waves showed that men preferred coffee with GI information; while women preferred without GI information. EEG results are in contrast with most participants' responses when their preference was asked at the end of the tasting section.•Results help to advance the scientific literature of origin, neuromarketing, and food tasting, by using the term GI as a stimulus, presenting real coffee for participants, and capturing their brain responses with EEG. Geographical Indication (GI) certifications enable producers to set production standards and create competitive advantage based on product's origin. In a coffee tasting experiment, brain responses to origin information of 40 participants, grouped equally by gender and involvement level, were collected by electroencephalography to verify: the impact of the GI cue in four brain waves (alpha, beta, delta and theta) and two brain lobes (frontal and temporal); preference; gender and involvement moderations. Results show that women presented power differences in both hemispheres, more channels/waves, which indicates greater sensitivity to the origin cue. Men presented power differences in fewer channels/waves. It is observed that involvement has a tenuous moderation effect when compared to gender. As for preference, the analysis of delta and theta waves indicated that men preferred coffee with GI; while women preferred coffee without GI, even though most of them indicated the opposite when verbally asked at the end of the tasting section. [Display omitted]