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

Agustín V. Ruiz Vega; Consuelo Riaño Gil

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

Agustín V. Ruiz Vega, Consuelo Riaño Gil

언어ENG
URLhttps://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)

초록

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.

키워드

PDO Rioja wine Negative emotion Consumer satisfaction Buying intention Consumers search

저자

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

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