Entertainment marketing, experiential consumption and consumer behavior: The determinant of choice of wine in the store

Artikel

The aim of this study is to discover the wine store variables that arouse the desire to purchase in the consumer. Wine is a complex product: its features are better able to be perceived and valued in a suitable sales environment. The store environment contains various stimuli that might be perceived by the customer's senses, and each stimulus offers many variable options. Mehrabian and Russell's framework specifies that individuals react to their environment along at least three dimensions: Pleasure, Arousal, and Dominance (PAD). Dismissing (avoidance) and approaching are the behavioral responses of the consumer to these dimensions. There were 130 responding participants in the store. The relationship between emotions stimulated in the store and behavioral responses, which was mediated by environmental stimuli, were central in the results.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Journal: Wine Economics and Policy ; ISSN: 2212-9774 ; Volume: 5 ; Year: 2016 ; Issue: 2 ; Pages: 87-95 ; Amsterdam: Elsevier

Classification and Topics

• Classification: Wirtschaft
• Subject: Atmosphere ; Consumers ; Emotions ; Purchase ; Wine

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Platania, Marco ; Platania, Silvia ; Santisi, Giuseppe
• Event: Veröffentlichung
• (who): Elsevier
• (where): Amsterdam
• (when): 2016

Further information

• DOI: doi:10.1016/j.wep.2016.10.001
• Handle: http://hdl.handle.net/10419/194520
• Last update: 10.03.2025, 11:43 AM CET