TY - JOUR

T1 - Demystifying wine expertise through the lens of imagination

T2 - Descriptions and imagery vividness across sensory modalities

AU - Croijmans, Ilja

AU - Pellegrino, Robert

AU - Janice Wang, Qian

N1 - Publisher Copyright: © 2024 The Author(s)

PY - 2024

Y1 - 2024

N2 - For most untrained novices, talking about wine or imagining the smells and flavours of wine is difficult. Wine experts, on the other hand, have been found to have better imagery for wine, and are also more proficient in describing wine. Some scholars have suggested that imagery and language are based on similar underlying processes, but no conclusive evidence has been found regarding mental imagery and language production. In this study, we examined the relationship between imagery and language use in both novices and experts. In an online experiment, wine experts and novices were asked to imagine the colour, smell, taste and mouthfeel of wines in different situations, and were asked to rate the vividness of the imagined experience as well as describe it with words. The results show that experts differ from novices on a number of linguistic measures when describing wine, including the number of words used, the type of words used, the concreteness of those words, and the adjective to noun ratio. Similarly, imagery for wine was more vivid in wine experts compared to novices in the modalities of smell, taste, and mouthfeel, in alignment with previous work. Surprisingly, we found that no single linguistic variable significantly predicted the reported vividness of wine imagery, neither in experts nor in novices. However, the linguistic model predicted imagery vividness better using data from experts compared to novices. Taken together, these findings underscore that imagery and language are different facets of wine cognition.

AB - For most untrained novices, talking about wine or imagining the smells and flavours of wine is difficult. Wine experts, on the other hand, have been found to have better imagery for wine, and are also more proficient in describing wine. Some scholars have suggested that imagery and language are based on similar underlying processes, but no conclusive evidence has been found regarding mental imagery and language production. In this study, we examined the relationship between imagery and language use in both novices and experts. In an online experiment, wine experts and novices were asked to imagine the colour, smell, taste and mouthfeel of wines in different situations, and were asked to rate the vividness of the imagined experience as well as describe it with words. The results show that experts differ from novices on a number of linguistic measures when describing wine, including the number of words used, the type of words used, the concreteness of those words, and the adjective to noun ratio. Similarly, imagery for wine was more vivid in wine experts compared to novices in the modalities of smell, taste, and mouthfeel, in alignment with previous work. Surprisingly, we found that no single linguistic variable significantly predicted the reported vividness of wine imagery, neither in experts nor in novices. However, the linguistic model predicted imagery vividness better using data from experts compared to novices. Taken together, these findings underscore that imagery and language are different facets of wine cognition.

KW - Language

KW - Mental imagery vividness

KW - Multimodal sensory perception

KW - Wine expertise

U2 - 10.1016/j.foodres.2024.114159

DO - 10.1016/j.foodres.2024.114159

M3 - Journal article

C2 - 38519163

AN - SCOPUS:85186568415

VL - 182

JO - Food Research International

JF - Food Research International

SN - 0963-9969

M1 - 114159

ER -