Neural signatures in wine tourism advertising: images of cellars versus vineyards

What is it about?

In an increasingly competitive wine tourism context, selecting the most impactful advertising images is crucial. Through an experimental neuroscientific approach, focusing on the brain processes involved in visualizing wine tourism advertising, this study shows the outstanding role of images depicting vineyard experiencscape, compared to those depicting indoors/ wine cellar settings, suggesting that the outdoors scenarios apparently trigger greater attention as well as memorability.

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