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Article

Emotional Impact of Dishes versus Wines on Restaurant Diners: From Haute Cuisine Open Innovation

1
Department of Business Organization, Universitat Politècnica de València, Valencia 46022, Spain
2
Department of Communication and Social Psychology, University of Alicante, Alicante 03690, Spain
3
Department of Mechanical and Materials Engineering, Universitat Politècnica de València, Valencia 46022, Spain
*
Authors to whom correspondence should be addressed.
J. Open Innov. Technol. Mark. Complex. 2021, 7(1), 96; https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7010096
Received: 14 February 2021 / Revised: 13 March 2021 / Accepted: 13 March 2021 / Published: 16 March 2021
Haute cuisine is emblematic in the world of tourism and is of fundamental importance in the economic and social life in most countries worldwide. Haute cuisine gastronomic experiences play with the senses, involving the diner, thus generating a unique experience for the customer. This empirical study aims to analyze the influence on the consumer of the characteristic stimuli of a high-level gastronomic experience in a restaurant with two Michelin stars. Using neuromarketing biometrics, combined with a qualitative research technique, the objective of this research was to determine the emotional impact of the presentation and tasting of dishes compared to wines and to draw conclusions about each variable in the general experience. The results indicate that the dishes have a greater influence on the level of interest than the wines, and both have a different emotional impact at different moments of the experience due to its duration. View Full-Text
Keywords: haute cuisine; gastronomic experience; experiential marketing; neuromarketing; consumer behavior haute cuisine; gastronomic experience; experiential marketing; neuromarketing; consumer behavior
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MDPI and ACS Style

Mengual-Recuerda, A.; Tur-Viñes, V.; Juárez-Varón, D.; Alarcón-Valero, F. Emotional Impact of Dishes versus Wines on Restaurant Diners: From Haute Cuisine Open Innovation. J. Open Innov. Technol. Mark. Complex. 2021, 7, 96. https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7010096

AMA Style

Mengual-Recuerda A, Tur-Viñes V, Juárez-Varón D, Alarcón-Valero F. Emotional Impact of Dishes versus Wines on Restaurant Diners: From Haute Cuisine Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity. 2021; 7(1):96. https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7010096

Chicago/Turabian Style

Mengual-Recuerda, Ana, Victoria Tur-Viñes, David Juárez-Varón, and Faustino Alarcón-Valero. 2021. "Emotional Impact of Dishes versus Wines on Restaurant Diners: From Haute Cuisine Open Innovation" Journal of Open Innovation: Technology, Market, and Complexity 7, no. 1: 96. https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7010096

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