Interaction between involvement and product consumption emotions in the spanish wine market

  1. Ruiz Vega, Agustín V. 1
  2. Calvo Porral, Cristina 2
  3. Levy Mangin, Jean Pierre 3
  1. 1 Universidad de La Rioja
    info

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

  2. 2 Universidade da Coruña
    info

    Universidade da Coruña

    La Coruña, España

    ROR https://ror.org/01qckj285

  3. 3 Université du Québec en Outaouais
    info

    Université du Québec en Outaouais

    Gatineau, Canadá

    ROR https://ror.org/011pqxa69

Proceedings:
XXVII Congreso de ACEDE 2017. Estrategia, Cambio y Redes Empresariales. Aranjuez (Madrid), 18-20 de junio de 2017. Libro de resúmenes
  1. Luis Ángel Guerras Martín (ed. lit.)
  2. José Emilio Navas López

Publisher: Asociación de Economía y Dirección de Empresas

ISBN: 978-84-697-3588-6

Year of publication: 2017

Pages: 135

Congress: XXVII Congreso de ACEDE 2017. Estrategia, Cambio y Redes Empresariales. Aranjuez (Madrid), 18-20 de junio de 2017

Type: Conference paper

Abstract

In the marketing literature about emotions there is scarce research on the relationship betweenthe levels of consumer involvement and consumption elicited emotions. Based on Theory ofHedonic Asymmetry, we address these questions: “How is the relationship between consumerinvolvement and product elicited emotions?”, “Are positive emotions prevailing for highlyinvolved consumers?”, and “are negative emotions more dominant in low involved consumers?”.For this purpose, three different levels of consumer involvement have been considered -low(n=228), medium (n=493) and highly involved consumers (n=601)-. Using MANOVA tests, wedetect a significant effect of level of consumer involvement on the emotions derived fro productconsumption: higher levels of involvement lead to greater positive emotions and higher levelsof satisfaction. However, and contrary to our initial expectations, medium-involved consumersexperience the highest negative emotions, suggesting that consumers should go beyond aninvolvement threshold to develop a negative emotional appraisal and to provoke negativeaffect.