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

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

Physiol Behav

University of São Paulo, School of Economics, Business Administration and Accounting of Ribeirão Preto, Av. Bandeirantes, 3900, 14040-905, Ribeirão Preto, São Paulo, Brazil.

Published: March 2022

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.

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Source
http://dx.doi.org/10.1016/j.physbeh.2021.113671DOI Listing

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