Abstract
Studies related to the measurement of the emotional response and its relationship with preferences and consumer behavior are gaining relevance in the last years. Some of them have highlighted the influence of individual factors, such as personality, on the evoked emotions. The current study examined the relationship between personality traits and the emotions elicited by different wine samples. Six wines were assessed by 175 consumers in terms of hedonic and emotional response, using 9-point scale and EsSense25 respectively. Consumers were clustered into four personality segments according to their personality traits which were determined using the Big Five Inventory method. Results showed an association between the psychological profile and the elicited emotions. A strong effect of personality on the emotional response elicited by the wine samples was found on 14 emotions. In addition, a significant effect was found for six emotions when studying the sample effect. The main relationships between personality and emotions were found in two consumers’ segments: G1 characterized by higher ratings on the Neuroticism dimension, was more related to negative emotions than G4. On the contrary, G4, defined by higher ratings on Extraversion, Agreeableness, and Consciousness, was more related to positive emotions than G1. No significant interactions between wine and personality were identified, meaning that the effect of personality did not change significantly across wines. Splitting the consumers’ panel depending on their personality profile allowed obtaining a deeper overview and a further understanding of the emotions evoked by wines.
Accepted Version (
Free)
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call