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

Area of Science:

• Neuroscience
• Sensory Science
• Consumer Behavior

Background:

• Geographical Indication (GI) certifications leverage product origin to establish standards and market advantages.
• Understanding consumer response to origin cues, particularly in food and beverage, is crucial for marketing and product development.

Purpose of the Study:

• To investigate the neurophysiological impact of Geographical Indication (GI) cues on coffee preference using electroencephalography (EEG).
• To examine how brain responses (alpha, beta, delta, theta waves in frontal and temporal lobes) differ between genders and involvement levels when exposed to origin information.
• To correlate brain activity with stated preferences for GI-certified coffee.

Main Methods:

• Forty participants, balanced for gender and involvement, underwent EEG during a coffee tasting experiment.
• Brain responses were recorded across frontal and temporal lobes, analyzing four key brain wave types (alpha, beta, delta, theta).
• Statistical analysis explored differences in brain activity based on GI presence, gender, and involvement level, alongside stated preferences.

Main Results:

• Women exhibited greater neurophysiological sensitivity to GI origin cues, showing power differences across more brain channels and wave types compared to men.
• While men showed power differences in fewer channels/waves, their delta and theta brain waves indicated a preference for GI coffee.
• Women's brain responses (delta and theta waves) suggested a preference for non-GI coffee, contrasting with their verbal declarations post-tasting. Involvement level had a minor moderating effect compared to gender.

Conclusions:

• Gender significantly modulates neurophysiological responses to Geographical Indication cues in coffee, with women demonstrating heightened sensitivity but a preference for non-GI coffee based on brain activity.
• The study highlights a potential disconnect between subconscious preferences (indicated by brain waves) and conscious verbal responses regarding GI coffee.
• Findings suggest that origin information influences consumer perception and preference differently across genders, impacting marketing strategies for GI products.