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How Positive and Negative Emotions Affect to Consumer Behavior of Wine in Restaurants ?
| Content Provider | Semantic Scholar |
|---|---|
| Author | Vega, Agustín Ruiz Gil, Consuelo Riaño Porral, Cristina Calvo |
| Copyright Year | 2018 |
| Abstract | Nowadays, emotion in marketing literature is defined as a brief physiological and mental reaction focus on a referent or stimulus (Lazarus, 1991). There are three generally accepted approaches to studying emotions in the marketing field: categories, dimensions and cognitive appraisals (Watson and Spence, 2007). The categories approach does not attempt to determine the causes of emotions, but rather group emotions based on their similarities that affect attitudes towards marketing stimulus as advertisements (Batra and Holbrook, 1990). The dimensions approach uses valence and arousal to differentiate emotions; these dimensions describe inherent elements of feeling states. The third approach, cognitive appraisals, analyze what emotions should be elicited in a given context as well as how evoked emotions affect behaviour, and many authors suggest that this perspective is a promising avenue for studying emotions in consumer behavior contexts (Watson and Spence, 2007); our study is focused on this last aforementioned approach. This approach is particularly interesting in food products and specifically in wine: the emotional experience of wine does not seem confined to the actual moment of consumption; wine provokes particularly intense emotional impressions that remain in the mind of the taster, forming recurrent memories that are able to reactivate emotional states that are intense and linked with the original experience, even on subsequent consumption occasions (King et al., 2010). The general emotion research literature has detected that the intensity and duration differ between negative and positive emotions. In contrast to findings in the general emotion literature, emotional responses to food products more often tend to be positive than negative; that may be due to the fact that, in general, people will only taste or eat those products that they expect to have a pleasant emotional impact (Schifferstein and Desmet, 2010). Nevertheless, the measurement of emotions in wine context has the difficulty for expressing and communicating them; for this reason, we use an specific emotion scale for wine that include hedonic asymmetry made up of sixteen items, twelve of them score positive emotions and other four assess negative emotions (Ferrarini et al., 2010). |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.vdqs.net/2018Dijon/documents/publications/text/Augustin-Ruiz-Vega_EuAWE-2018_Emotions%20Wine%20restaurant.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
