Rahmani, DjamelLoureiro García, María LuzEscobar, CristinaGil, Jose María2024-09-112024-09-1120241755-5345http://hdl.handle.net/10347/34769In this paper, we assess the role of emotions in choices. We elicited emotions using an innovative facial expression analysis approach, comparing the results to those from a traditional hedonic liking scale. To this end, we conduct an experiment combing surveys and actual wine tasting. The results show a positive and significant relationship between positive emotions (joy), positive experiences (valence), and wine choices, especially in the case of wines with credence attributes (organic and selected vintage organic wines). Moreover, we conclude that facial recognition mechanisms can be useful to elicit evoked emotions and provide complementary information to the traditional liking scales to better understand decision makingengAtribución-NoComercial 4.0 Internacional© 2024 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).http://creativecommons.org/licenses/by-nc/4.0/Wine-evoked emotionsFacial expression analysisDiscrete choice experimentOrganic wineExperienceCredence attributesWine choicejournal article10.1016/j.jocm.2024.100490open access