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