Entertainment marketing, experiential consumption and consumer behavior: the determinant of choice of wine in the store
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...
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| Format: | Article |
| Language: | English |
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Firenze University Press
2016-12-01
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| Series: | Wine Economics and Policy |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2212977416300175 |
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| _version_ | 1850056417394819072 |
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| author | Marco Platania Silvia Platania Giuseppe Santisi |
| author_facet | Marco Platania Silvia Platania Giuseppe Santisi |
| author_sort | Marco Platania |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-c4317c51efc4493ebce3c2dd69e09abe |
| institution | DOAJ |
| issn | 2212-9774 |
| language | English |
| publishDate | 2016-12-01 |
| publisher | Firenze University Press |
| record_format | Article |
| series | Wine Economics and Policy |
| spelling | doaj-art-c4317c51efc4493ebce3c2dd69e09abe2025-08-20T02:51:42ZengFirenze University PressWine Economics and Policy2212-97742016-12-0152879510.1016/j.wep.2016.10.001Entertainment marketing, experiential consumption and consumer behavior: the determinant of choice of wine in the storeMarco PlataniaSilvia PlataniaGiuseppe SantisiThe 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.http://www.sciencedirect.com/science/article/pii/S2212977416300175EmotionsPurchaseAtmosphereWineConsumers |
| spellingShingle | Marco Platania Silvia Platania Giuseppe Santisi Entertainment marketing, experiential consumption and consumer behavior: the determinant of choice of wine in the store Wine Economics and Policy Emotions Purchase Atmosphere Wine Consumers |
| title | Entertainment marketing, experiential consumption and consumer behavior: the determinant of choice of wine in the store |
| title_full | Entertainment marketing, experiential consumption and consumer behavior: the determinant of choice of wine in the store |
| title_fullStr | Entertainment marketing, experiential consumption and consumer behavior: the determinant of choice of wine in the store |
| title_full_unstemmed | Entertainment marketing, experiential consumption and consumer behavior: the determinant of choice of wine in the store |
| title_short | Entertainment marketing, experiential consumption and consumer behavior: the determinant of choice of wine in the store |
| title_sort | entertainment marketing experiential consumption and consumer behavior the determinant of choice of wine in the store |
| topic | Emotions Purchase Atmosphere Wine Consumers |
| url | http://www.sciencedirect.com/science/article/pii/S2212977416300175 |
| work_keys_str_mv | AT marcoplatania entertainmentmarketingexperientialconsumptionandconsumerbehaviorthedeterminantofchoiceofwineinthestore AT silviaplatania entertainmentmarketingexperientialconsumptionandconsumerbehaviorthedeterminantofchoiceofwineinthestore AT giuseppesantisi entertainmentmarketingexperientialconsumptionandconsumerbehaviorthedeterminantofchoiceofwineinthestore |