The main objective of this research was to analyse the active regions when processing dishes with a pleasant (vs. unpleasant) design and the effect of the previously read rational (vs. emotional) description when visualising the dish. The functional magnetic resonance image technique was used for the study. The results showed that participants who visualised pleasant vs. unpleasant dishes became active in several domains (e.g., attention, cognition and reward). On the other side, visualisation of unpleasant dishes activated stronger regions linked to inhibition, rejection, and related ambiguity. We found that subjects who read rational descriptions when visualising pleasant dishes activated regions related to congruence integration, while subjects who visualised emotional descriptions showed an increased neuronal response to pleasant dishes in the regions related to memory, emotion and congruence.

The nature of e-commerce prevents the perception of the intrinsic and sensory attributes of wine. In the virtual environment, visual cues allow consumers to perceive the product, determine their attitude and form a preference. Users will choose one product or another based on the visual appeal of the advertisements they have seen. Wine marketers must consider the importance of the advertisement elements and attract the consumer’s attention. Optimizing the elements included in these messages can help capture consumers’ attention and achieve a higher click-through rate on the ads. The main objective of this work is to analyse the awareness that different advertisements achieve. Specifically, we use a 2 × 2 × 2 experimental design where we manipulate the packaging format (single bottle vs. pack), labelling (bottle without label vs. labelled bottle) for wine ads (white and red). To analyse attention, we used an eye-tracking methodology. The main results suggest that attention is captured more quickly with an individual bottle without a label than with a particular bottle with a label in Google ads. However, ads showing packs of bottles with labels get more attention than ads using packs of bottles without labels.

The wine with the designation of origin “Jerez-Xerez-Sherry” is one of the most produced in Spain and with a greater volume of exports abroad. This study analyzes the preferences of Sherry Wine and its different varieties, based on gender and knowledge and interest in the world of wine. Similarly, the influence of the attributes of Sherry Wine on its choice and consumption is investigated. For this purpose, 1502 participants (1407 wine consumers) were recruited; among the consumers, 58.5% are women, and 74.3% have little knowledge of wine (Mean age 22.6; SD = 3.07; range 18–30). Data collection was done through an online survey. The results reveal that among the types of wines from Sherry, the Fino and the Manzanilla are the most chosen. The young people who have the highest consumption of wine are those who have the most prior knowledge of wine. Also, these young people attribute their choice of wine to intrinsic factors, and even women and connoisseurs are more important in this type of dimension. But the importance of the attributes differs according to the types of wines (Fino/Cream—flavor, Palo Cortado/Pedro Ximénez—color, Amontillado/Manzanilla—price and Oloroso—prizes). These findings will allow establishing measures for their promotion, as well as for the design and specific sales strategies for each type of wine.

FAMILY AND SCHOOL ADOLESCENT COMMUNICATIVE CONTEXT, AND SEXUAL BEHAVIOUR. Adolescence is considered as a particularly sensitive period in the evolutionary process of the human being. It is during this period that certain risk behaviors will be acquired by the adolescent. The main objective is to analyze the communicative, family and school context in relation to the adolescent sexual behavior (debut, use of contraceptive measures and knowledge of sexual diseases). A questionnaire, that addressed demographic, family and educational factors, as well as various issues related to their sexual behavior, was given to students of E.S.O. (Obligatory Secondary Education) of all Andalusia. The results show that, in the majority of cases, adolescents have received sex education, which is very positively valued but which is not decisive for the use of contraceptive methods, although it facilitates the knowledge of sexually transmitted diseases. Those who have received sex education are initiated earlier in risky sexual practices. The condom is the most used method being the reason of use to avoid an unwanted pregnancy. Those who start early in sexual relations have parents with lower level of education, manifest a worse relationship with them both in terms of communication, control and discipline and have worse academic results. The results show the importance of family and educational factors when starting adolescents in their sexual life in an early manner. Keywords. Adolescence, Sexuality, Protective Factors, Family, Parents, Teachers, Communication and Education. Resumen. La adolescencia es considerada como un periodo especialmente sensible en el proceso evolutivo del ser humano. Es en este periodo donde se van a adquirir determinados comportamientos denominados de riesgo para el adolescente. El objetivo fundamental se centra en analizar el contexto comunicativo, familiar y escolar en relación al comportamiento sexual del adolescente (debut, uso de medidas anticonceptivas y conocimiento de enfermedades sexuales). Se les administró a alumnos de E.S.O. (Enseñanza Secundaria Obligatoria) de toda Andalucía un cuestionario en donde se abordaban factores demográficos, familiares y educativos; así como diversas cuestiones relacionadas con su conducta sexual. Los resultados muestran que de manera mayoritaria, los adolescentes han recibido educación sexual, valorada muy positivamente, pero que sin embargo no resulta determinante para el uso de métodos anticonceptivos aunque si facilita el conocimiento de enfermedades de transmisión sexual. Aquellos que han recibido educación sexual se inician antes en prácticas sexuales de riesgo. El preservativo es el método más utilizado siendo el motivo de uso evitar un embarazo no deseado. Los que se inician precozmente en las relaciones sexuales poseen padres con menor nivel de estudios, manifiestan una peor relación con los mismos tanto a nivel de comunicación, como de control y disciplina y poseen peores resultados académicos. Los resultados obtenidos muestran la importancia de los factores familiares y educativos a la hora de iniciarse los adolescentes en su vida sexual de una manera temprana. Palabras clave. Adolescencia, Sexualidad, Factores Protectores, Familia, Padres, Profesorado, Comunicación y Educación.