HEDONIC ASYMMETRY IN EMOTIONAL RESPONSES TO WINE PDO RIOJA: EFFECTS ON SATISFACTION AND EXPRESSED BUYING INTENTIONS

Agustín V. Ruiz Vega, Consuelo Riaño Gil

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/271835

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Global Marketing Conference

2014 Global Marketing Conference at Singapore (2014.07)
pp.1750-1756

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Abstract

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

Keyword

PDO Rioja wine Negative emotion Consumer satisfaction Buying intention Consumers search

Author

Agustín V. Ruiz Vega(University of La Rioja)
Consuelo Riaño Gil(University of La Rioja)

KOREASCHOLAR

HEDONIC ASYMMETRY IN EMOTIONAL RESPONSES TO WINE PDO RIOJA: EFFECTS ON SATISFACTION AND EXPRESSED BUYING INTENTIONS