The Influence of Consumer Involvement in Wine Consumption-Elicited Emotions

There is scarce research on the influence of the level of consumer involvement with wine and consumption-elicited emotions. In this context, we aim to examine whether the level of wine involvement influences the emotional response; and further, whether the level of wine involvement plays a determining role in how emotions drive satisfaction. The study involved a convenience sample through a restaurant and bar intercept survey conducted in La Rioja (Spain). Subsequently, three levels of consumer involvement with wine were examined: low (n = 316), medium (n = 387) and highly involved consumers (n = 462). Then, data were analyzed through structural equation modelling (SEM). Our findings indicate that differing levels of consumer involvement with wine lead to different emotions and satisfaction. Further, consumers should surpass an “involvement threshold” in order to develop a negative emotional appraisal and to provoke negative affect towards wine; but this “involvement threshold” does not apply to the development of pleasant emotions. © 2018,