Hedonic asymmetry in emotional responses to wine PDO Rioja: effects on satisfaction and expressed buying intentions

  1. Agustín V. Ruiz Vega 1
  2. Consuelo Riaño Gil 1
  1. 1 Universidad de La Rioja
    info

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

Aktak:
2014 Global Marketing Conference at Singapore Proceedings (July 2014)

Argitaletxea: Global Alliance of Marketing & Management Associations

ISSN: 1976-8699

Argitalpen urtea: 2014

Orrialdeak: 1750-1756

Biltzarra: 2014 Global Marketing Conference at Singapore (July 2014)

Mota: Biltzar ekarpena

DOI: 10.15444/GMC2014.09.04.04 GOOGLE SCHOLAR
Gordailu instituzionala: lock_openSarbide irekia Editor

Laburpena

The present research analyzes the influence of positive and negative emotions towardsconsumer satisfaction and buying intentions of PDO Rioja wine. Results suggest thatonly positive emotions have a significant effect, in consumer satisfaction but also infuture buying intentions because consumers search (positive) pleasure when taste foodsand drinks