In general, wines and their tasting environments are interrelated to constitute the overall sensory experience. Contextual factors such as the location, ambience temperature, humidity, and sound/lighting can affect the liking and preferences of consumers. Collectively, this contextual information is associated with the visual, auditory, olfactory, and gustatory dynamics of the stimuli. Contextual cues can shape the subsequent hedonic and emotional assessment, perception, purchase intention, and other related behaviours exhibited by consumers.
