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ABSTRACT The mental processes that enable a wine connoisseur to identify a favourite vintage have received little systematic study. Two experiments explored wine expertise by investigating perceptual processing in judgements of wine aroma. Specifically, we investigated olfactory perceptual bias, a cognitive construct concerned with how what we already know influences what we smell. Colour-induced olfactory bias was investigated in wine experts (Experiment 1) and in social drinkers (Experiment 2). We hypothesised that colour-induced perceptual bias was more likely to occur in wine experts than in social drinkers, leading experts astray. The task simulated a wine-evaluation situation where colour and aroma were open to evaluation by visual and olfactory senses. Experts were able to discriminate white wines that had been masked with colour to simulate an aged white wine and a red wine, although they did succumb to a degree of colour-induced olfactory bias. That is, experts ’ aroma judgements on the white wine that was coloured red were more accurate when the wine was presented in opaque glasses than when presented in clear glasses. Social drinkers found the task extremely difficult, demonstrating indiscriminate behaviour in some conditions. The data suggest that wine experts do indeed differ cognitively from novices in their approach to evaluating wine aroma. Theoretical and applied implications are discussed. Wine expertise has a long and great tradition, but what is wine expertise? Although the question was considered nearly 50 years ago by experimental psychologists J. J. Gibson and Eleanor Gibson (1955), it remains largely unanswered today. In short, when we use a human observer as an analytical tool to gather information about a wine sample (that is, to employ their senses to examine and make judgements about the qualities of a wine), 1 we know very little about what they are actually doing (Parr, 2002). Wine expertise has not so much remained elusive; rather, it has been relatively neglected in the realm of scientific enquiry. Few researchers have studied wine expertise
Parr et al. (Fri,) studied this question.