{"id":13506,"date":"2023-01-05T15:09:54","date_gmt":"2023-01-05T14:09:54","guid":{"rendered":"https:\/\/www.isvin.fr\/?p=13506"},"modified":"2023-01-05T15:11:45","modified_gmt":"2023-01-05T14:11:45","slug":"le-prix-dun-vin-influence-t-il-sa-perception-gustative","status":"publish","type":"post","link":"https:\/\/www.isvin.fr\/en\/2023\/01\/05\/le-prix-dun-vin-influence-t-il-sa-perception-gustative\/","title":{"rendered":"Does the price of a wine influence its taste perception?"},"content":{"rendered":"

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Au-del\u00e0 des signes ext\u00e9rieurs de qualit\u00e9 pr\u00e9sents sur la bouteille qui influencent notre achat, on ne connait la valeur d\u2019un vin que lorsqu\u2019on le d\u00e9guste.\u00a0Or, nos appr\u00e9ciations sensorielles sont influenc\u00e9es par de multiples facteurs\u00a0: la temp\u00e9rature de la pi\u00e8ce, la couleur des murs, la luminosit\u00e9, l\u2019heure de la journ\u00e9e\u2026 et aussi la cat\u00e9gorie de prix.<\/p>\n

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Une IRM pour r\u00e9pondre \u00e0 cette question\u00a0<\/strong><\/h4>\n

Des chercheurs am\u00e9ricains<\/a> ont voulu savoir si ce facteur essentiel jouait un r\u00f4le dans la perception de la qualit\u00e9 intrins\u00e8que d\u2019un vin. Leurs outils\u00a0? Une IRM, du vin et une poign\u00e9e de volontaires \u0153nophiles. Apr\u00e8s avoir log\u00e9 les volontaires dans la machine, ils les ont volontairement tromp\u00e9s en leur donnant \u00e0 gouter le m\u00eame vin annonc\u00e9 \u00e0 des prix diff\u00e9rents (allant du simple au quintuple)\u00a0: le vin le plus cher a syst\u00e9matiquement \u00e9t\u00e9 jug\u00e9 meilleur. Ensuite, le m\u00eame vin a \u00e9t\u00e9 regoutt\u00e9 sans notion de prix, et il n\u2019y a pas eu d\u2019\u00e9cart notable dans la perception de sa qualit\u00e9. Et l\u2019IRM dans tout \u00e7a\u00a0? Il a servi \u00e0 mesurer l\u2019activit\u00e9 des zones du cerveau qui r\u00e9gissent la zone du plaisir. R\u00e9sultat\u00a0: les sujets qui d\u00e9gustaient un vin qu\u2019ils croyaient plus cher prenaient r\u00e9ellement<\/em> plus de plaisir que sur le vin identique per\u00e7u comme moins cher.<\/p>\n

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De l\u00e0, peut-on affirmer que la satisfaction gustative n\u2019est finalement qu\u2019une question de chiffres ?<\/strong><\/h4>\n

Une \u00e9tude compl\u00e9mentaire semble venir pond\u00e9rer cette conclusion. Dans les m\u00eames conditions exp\u00e9rimentales, elle a cherch\u00e9 \u00e0 savoir si une baisse de prix pouvait \u00e0 l\u2019inverse diminuer la perception de qualit\u00e9. Le r\u00e9sultat est n\u00e9gatif\u00a0: un vin de qualit\u00e9 que l\u2019on fait d\u00e9guster en affichant un prix inf\u00e9rieur \u00e0 sa valeur r\u00e9elle n\u2019est pas per\u00e7u comme moins bon. Ouf\u00a0!<\/p>\n

Tout cela nous confirme que la d\u00e9gustation de vin est un art d\u00e9licat, que le consommateur est rarement objectif et que les signes ext\u00e9rieurs de qualit\u00e9 influencent jusqu\u2019\u00e0 nos perceptions les plus intimes\u00a0!\u00a0<\/p>\n

Arnaud Heckmann<\/strong>
Formateur Bachelor,\u00a0<\/a>M1<\/a> & M2<\/a>
Auteur : Histoire mondiale du vin fran\u00e7ais\u00a0\u00a0<\/a><\/p>\n

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