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Representations of the emotions associated with a wine purchasing or consumption experience
Author(s) -
Mora Pierre,
Moscarola Jean
Publication year - 2010
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2010.00900.x
Subject(s) - wine , purchasing , feeling , consumption (sociology) , psychology , narrative , product (mathematics) , experiential learning , social psychology , marketing , advertising , sociology , business , linguistics , social science , food science , mathematics education , mathematics , chemistry , philosophy , geometry
Wine products possess pronounced cultural and symbolic characteristics. Given how hard it is to differentiate the product's more objective dimensions, it is important to understand the emotions and feelings that accompany wine purchasing, consuming or sharing experiences. The present study uses a writing workshop and literature review to uncover the relationships between the dimensions of the emotions that people feel during an experience of this kind, along with the mode of expression of different consumer groups. It also offers specific analysis of the role played by brands among the different characteristics of emotions. Towards this end, a series of wine‐related experiential narratives has been compiled and treated via a structural text analysis approach followed by lexical contents analysis. One of the findings breaks consumers' involvement down into four categories of emotions. Another comes from a content analysis of the narratives that will differentiate among three separate consumer groups. Lastly, suggestions will be made in terms of wider consequences for the field of wine marketing.