American Journal of Enology and Viticulture (AJEV). doi: 10.5344/ajev.2016.16056 AJEV Papers in Press are peer-reviewed, accepted articles that have not yet been published in a print issue of the journal or edited or formatted, but may be cited by DOI. The final version may contain substantive or nonsubstantive changes. 1 Research Article 1 The Effects of Immersive Context and Wine Flavor on 2 Consumer Wine Flavor Perception and Emotions Elicited 3 WenWen Jiang, 1 Jun Niimi, 1 Renata Ristic, 1 and Susan Elaine Putnam Bastian 1 * 4 1 School of Agriculture, Food & Wine, The University of Adelaide, Waite Campus, PMB 1, Glen Osmond, 5 SA, 5064, Australia. 6 *Corresponding author: (sue.bastian@adelaide.edu.au; tel: +61 08 8313 7116) 7 Acknowledgments: This research was funded by the School of Agriculture, Food and Wine of the 8 University of Adelaide and by Australian grapegrowers and winemakers through their investment body, 9 Wine Australia, with matching funds from the Australian Government. The consumer study was approved 10 by the Human Research Ethics Committee of the University of Adelaide (project number: H-2014-100). 11 Also the South Australian Research and Development Institute (SARDI) is greatly appreciated for 12 providing potted plants. The authors wish to thank all the consumers who participated in this tasting trial. 13 Also, thank you to Laura Fassier and Gersende Carquex for their kind help and thank you to the sensory 14 science team for their precious comments and advice. 15 Manuscript submitted May 2016, revised Jul 2016, accepted Jul 2016 16 Copyright © 2016 by the American Society for Enology and Viticulture. All rights reserved. 17 Abstract: Food studies have shown that emotion responses can be influenced by the food 18 alone and environmental context. The influence of context on the perception and liking of red 19 wine flavors and on the emotions evoked is poorly understood. The main aim of this research 20 was to examine the effect of wine flavors and context by immersive environment on consumer’s 21 perceived intensities of green and floral flavors, liking and emotions elicited during wine 22 consumption. Red wine consumers (n = 105) tasted three Cabernet Sauvignon wines; control 23 wine (CW), green wine (GW, control wine spiked with 3-isobutyl-2-methoxypyrazine, IBMP), 24 and floral wine (FW, control wine spiked with rose water), in both a “floral” room (FR) and a 25 “green” room (GR). The wine consumers were asked to taste and rate the intensity of green and 26 floral flavors, hedonic liking and the emotions elicited. The results showed that in both rooms, 27 AJEV Papers in Press. Published online August 17, 2016.