Effects of positive and negative emotions about customer satisfaction and purchase intentions: the moderating role of age

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

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

Actas:
XXVII Congreso de Marketing AEMARK 2015. Pamplona, 9-11 septiembre 2015

Editorial: Esic

ISBN: 978-84-16462-51-3

Año de publicación: 2015

Páginas: 413-426

Congreso: XXVII Congreso de Marketing AEMARK 2015. Pamplona, 9-11 septiembre 2015

Tipo: Aportación congreso

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Resumen

This research quantifies the influence of positive and negative emotions towardsconsumer satisfaction and buying intentions of protected designations of origin(Rioja) wine consumers. The fieldwork was made in on-trade distribution channelsto real consumers when they were consuming wine. Results suggest that bothpositive and negative emotions have a significant effect in consumer satisfaction butalso in future buying intentions; in addition, the stronger influence of positiveemotions highlight the fact that consumers search more pleasure when taste wine(and may be foods and drinks en general). And lastly, age act as negative andmoderator variable in this market. Finally, some consequences for using emotionsfor increasing consumers purchasing intention in sensory analysis and wine labelsare explained.