The decision to choose the appropriate product matching the preference of each individual is based on the psychological impression of the adjective and the alternatives. The preference for a product group and physical condition also affect decision-making. The purpose of this study was to investigate the influence of differences in the preference of wine and changes in hunger level on the psychological and neuro-physiological aspects of decision-making where the subjects were asked to choose their most favorite wine after sniffing the aroma of several wines. The psychological aspects of decision-making while sniffing five different kinds of wine were evaluated by the analytical hierarchal process (AHP) method, while the neuro-physiological aspects were evaluated by measuring the level of oxygenated hemoglobin concentrations (O 2 Hb) in the process of smelling the wine aromas within three minutes compared to when the non-odor and alcoholic solutions were presented. AHP analysis showed that the adjective "Favorite" was given the highest importance and a white wine with a sweet aroma was the most favored wine, regardless of the wine preference. The normalized mean O 2 Hb levels in each minute showed that, in the case of the wine lovers, the time course of the O 2 Hb level, decreased when they sensed the wine aroma compared to when they sensed non-odor solutions, and, in non-wine lovers, the O 2 Hb levels remained at higher values compared to the smell of the non-odor solution when they sensed the aroma of the alcoholic solution. The results indicate that there are differences with regard to decision-making between the psychological and physiological aspects when people are made to choose their most favorite wine by sniffing wine aromas.