Why is it that wine tastes better when we are told it is more expensive? And how is it that even the most sophisticated wine experts can be fooled by the addition of red food coloring to white wine?
Psychology and Wine presents the first comprehensive review of the most current psychological research relating to our understanding of wine and the human mind. Noted psychologist Miles Thomas reveals the myriad behavioral aspects of wine consumption through an in–depth analysis of the disparate and complex body of knowledge relating to how we taste and think about wine, the wine business, and the future of wine.
Thomas covers a wealth of topics, which include the unique cultural and psychological role of wine, from the pre–historical origins of viticulture to the present day; an exploration of the notions of problem′ and healthy′ drinking; the sensory and perceptual experiences of wine, and the contextual factors that impact wine consumption and enjoyment.
The book in opens up the somewhat mysterious world of wine to a broad audience; with its blend of serious scholarship and refreshing accessibility, Psychology and Wine offers fascinating insights into the psychological aspects of wine that can be savored by psychologists, sommeliers, and serious wine enthusiasts everywhere.
