The Influence of Consumer Involvement in Wine Consumption-Elicited Emotions

Calvo-Porral, Cristina; Ruiz-Vega, Agustín; Lévy-Mangín, Jean-Pierre

doi:10.1080/08974438.2018.1482587

Cited by 17 publications

(20 citation statements)

References 49 publications

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“…The different role of the cognitive dimension for consumers with different levels of involvements (i.e., HI and LI) is consistent with the fact that LI and HI consumers behave differently (Barber, Ismail, & Dodd, 2007;Calvo-Porral, Ruiz-Vega, & Lévy-Mangin, 2019;Lesschaeve & Bruwer, 2010). The level of involvement is a multidimensional concept that has a concomitant relationship with the degree of wine Fig.…”

Section: Discussionsupporting

confidence: 67%

“…This notion seems peculiar with alcoholic beverages and has been identified as a motivator for beer Silva et al, 2016) and wine consumption (Calvo-Porral et al, 2019;Charters & Pettigrew, 2007;Coppin, Audrin, Monseau, & Deneulin, 2021). Calvo-Porral et al (2019) confirmed the effect of the level of involvement of consumers on the emotional affective responses of consumers and their role in satisfaction. Thus, HI consumers show a greater influence of positive emotions in satisfaction than LI consumers, which is attributed to the higher affective attachment to wine for the former.…”

Section: Discussionmentioning

confidence: 60%

“…Thus, they are often referred to as mood modifiers and consumers often resort to them for mood enhancement (Desmet, 2008). This notion seems peculiar with alcoholic beverages and has been identified as a motivator for beer Silva et al, 2016) and wine consumption (Calvo-Porral et al, 2019;Charters & Pettigrew, 2007;Coppin, Audrin, Monseau, & Deneulin, 2021). Calvo-Porral et al (2019) confirmed the effect of the level of involvement of consumers on the emotional affective responses of consumers and their role in satisfaction.…”

Section: Discussionmentioning

confidence: 89%

See 2 more Smart Citations

Multidimensional representation of wine drinking experience: Effects of the level of consumers’ expertise and involvement

Oyinseye

Suárez

Saldaña

et al. 2022

Food Quality and Preference

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Section: Discussionsupporting

confidence: 67%

Section: Discussionmentioning

confidence: 60%

Section: Discussionmentioning

confidence: 89%

See 1 more Smart Citation

Multidimensional representation of wine drinking experience: Effects of the level of consumers’ expertise and involvement

Oyinseye

Suárez

Saldaña

et al. 2022

Food Quality and Preference

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“…In the last decades, marketing scholars have examined the emotions evoked by marketing stimuli, products and brands, showing that different emotions lead to different consumption behaviour (Calvo-Porral et al, 2019). Scent which is accurately prepared and adjusted to customers may have an enormous impact on the atmosphere in the shop and therefore on the emotional reactions of the consumer (Rimkute et al, 2015).…”

Section: The Use Of Smell In Marketingmentioning

confidence: 99%

The use of consumer neuroscience in aroma marketing

Berčík¹,

Gálová²,

Pavelka³

2021

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brain and help in deciding on the next purchase. In this way, the senses evoke emotions or feelings that indirectly decide on the selection or purchase of the product (Srivastava and Singh, 2011).The impact of sensory marketing on the senses can be subtle, which is why consumers do not perceive them as a marketing message and do not react with the usual resistance as in the case of advertising and similar promotions. For example, Hershey's has long realised that the pleasure that people get when unwrapping the chocolate turns an ordinary sweet into a special experience. Another example is Olay Regenerist thermal skin products, designed to generate heat when applied (in spite of the fact that heat is not needed for them to be working), signalling in such a way that they are actually working. Car manufacturers have also not neglected the senses, and the 2014 BMW M5 emitted and amplified the engine sounds through the car's sound system, even when the system was switched off. The goal was to improve the sporty feel of this car (HBR, 2015).The main goal of sensory marketing is therefore to use the consumer sensory perception, in order to evoke a positive experience with the emotional connection to selected factors, such as the point of sale, brand, product, or service (Nadányiová, 2017). Marketers are trying to use various information encoded by all senses to communicate with their potential target customers (Nghiêm-Phú, 2017).Senses can be understood as physical means that allow to see, smell, hear, taste, and touch. For all living beings, information is gathered about the outside world as well as inside within their body through their senses, so these become extremely important. Our five main sense organs include the eyes, nose, ears, tongue, and skin (Srivastava and Singh, 2011).According to Hussain (2019), we recognise the following elements of sensory marketing based on human senses: ▶ the sense of sight -visual marketing; ▶ the sense of hearing -auditory marketing; ▶ the sense of smell -olfactory marketing; ▶ the sense of touch -tactile marketing; ▶ the sense of taste -gustative marketing.Visual marketing is focused on the use of sight in marketing. Sight is still quite often considered the most important sense in marketing communication. Consumer perception is greatly influenced by general shapes, colours, design, lighting, or aesthetics, especially in the case of specific visual aspects (Kuczamer-Kłopotowska, 2017). Neuroscientists claim that

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“…On the other hand, symbolic meanings carry a variety of attributes linked to pleasure, well-being and customer satisfaction (Beckert et al , 2014; De Toni, 2005; Kim and Cho, 2020). Therefore, wine is an intense product in signs or symbols (Atkin and Thach, 2012; Beckert et al , 2014; Bruwer and Buller, 2013; Lockshin and Corsi, 2012) , translated it into attitudes, experiences and behaviors (Calvo-Porral et al , 2019; Danner et al , 2020).…”

Section: Introductionmentioning

confidence: 99%

The symbolic value of wine, moderating and mediating factors and their relationship to consumer purchase intention

Toni

Pompermayer

Lazzari

et al. 2021

IJWBR

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Purpose The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand the role of the symbolic value of wine and its relationship to the product purchase intention. Design/methodology/approach The study is based on a survey of 269 wine consumers from Brazil. The basic theoretical framework includes three latent constructs (symbolic value, consumer attitude and product-norm experience) and three moderators (consumer involvement, willingness to pay and consumer preference). Relations between these are analyzed using the confirmatory factor analysis (CFA) and the moderated mediation analyses using Haye’s process. Findings This research identified that the symbolic value is totally mediated by consumers’ attitudes and product-norm experiences. However, such a relationship occurs directly for consumers with higher involvement with the product, higher willingness to pay, and who assume that wine is their preferred alcoholic beverage. Originality/value One of the contributions is to emphasize the symbolic value of wine and highlight how the relationship with different factors can interfere and explain consumer purchase intention and can influence the strategies, actions and investments of companies in the sector.

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The Influence of Consumer Involvement in Wine Consumption-Elicited Emotions

Cited by 17 publications

References 49 publications

Multidimensional representation of wine drinking experience: Effects of the level of consumers’ expertise and involvement

Multidimensional representation of wine drinking experience: Effects of the level of consumers’ expertise and involvement

The use of consumer neuroscience in aroma marketing

The symbolic value of wine, moderating and mediating factors and their relationship to consumer purchase intention

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