Representations of the emotions associated with a wine purchasing or consumption experience

Abstract

Wine products possess pronounced cultural and symbolic characteristics. Given how hard it is to differentiate the product's more objective dimensions, it is important to understand the emotions and feelings that accompany wine purchasing, consuming or sharing experiences. The present study uses a writing workshop and literature review to uncover the relationships between the dimensions of the emotions that people feel during an experience of this kind, along with the mode of expression of different consumer groups. It also offers specific analysis of the role played by brands among the different characteristics of emotions. Towards this end, a series of wine‐related experiential narratives has been compiled and treated via a structural text analysis approach followed by lexical contents analysis. One of the findings breaks consumers' involvement down into four categories of emotions. Another comes from a content analysis of the narratives that will differentiate among three separate consumer groups. Lastly, suggestions will be made in terms of wider consequences for the field of wine marketing.

Marketing tradition-bound products through storytelling: a case study of a Japanese sake brewery

“…Studies on the development of a brand indicate the importance of developing a compelling story as one element of the brand icon (Boje 1995;Holt 2003;Woodside et al 2008). Studies on the storytelling of wine argue that storytelling can differentiate a product from others in a competitive market, strengthening the identity of the product, create value, and have an influence on the price and image of the product (Mora and Moscarola 2012;Pierre and Florine 2013). These studies also argued that storytelling helps people get familiar with a product.…”

Perception Study of Wine MarketCulture of an Emerging Market-India-Will it Emerge from Infant to Growth Stage?

“…Marketing of wine -a product that is largely cultural in nature. Wine marketing faces a very peculiar situation today, one where emotion plays a particular role [4]. There appears to be a paucity of empirical research of branding in the wine industry [5].…”

“…France's position is more complex [7]. wine region of origin adds value in consumers' eyes as it represents a significant choice criterion [4,8] participants preferres the French wine and were willing to pay more for the French wine as opposed to the Texas wine. However,there is no such study done in emerging market as per our literature research.…”

Wine consumer profiles from producing and importing countries in Europe are different

“…Finally, the conclusion, and the references are presented. (Antoniolli et al, 2011;Estrella Orrego et al, 2012, to name a few); the influence of specific geographical traits and other qualitative wine characteristics on consumer preference (Lockshin et al, 2006;Gallet, 2007;Casini et al, 2009a;Mora and Moscarola, 2010;Tempesta et al, 2010;Bernabéu et al, 2012, to name a few); ways in which differences between products are communicated to the public (Boatto et al, 2011;Sam and Thompson, 2012;Sirieix et al, 2013, to name a few); the effects of state laws and taxes on the consumption of wine (Folwell et al, 1991;Smith and Mitry, 2006, to name a few), and the launch of promotional campaigns to boost wine consumption in emerging wine consuming countries (Duarte Alonso, 2012;Pappalardo et al, 2013;Barisan et al, 2015, to name a few).…”