Vol. 13 No. 1 (2024)
Original Research Article

Personality, mood, or emotion? Influence of customer trait and state during the cellar door experience on sales and word-of-mouth intention: A Bayesian approach

PDF
  • Genevieve d'Ament,
  • Tahmid Nayeem,
  • Anthony J. Saliba
Genevieve d'Ament
Charles Sturt University, School of Psychology, Faculty of Business, Justice, and Behavioural Sciences, Wagga Wagga
Tahmid Nayeem
Charles Sturt University, School of Business, Faculty of Business, Justice, and Behavioural Sciences, Albury
Bio
Anthony J. Saliba
Charles Sturt University, School of Psychology, Faculty of Business, Justice, and Behavioural Sciences, Wagga Wagga
Bio
DOI: https://doi.org/10.36253/wep-14395

Published 2024-03-13

Keywords

  • cellar door experience,
  • personality,
  • mood,
  • emotion,
  • word-of-mouth,
  • consumer behaviour,
  • Bayesian,
  • trait and state
    • ...More
    Less

How to Cite

d’Ament, G., Nayeem, T., & Saliba, A. J. (2024). Personality, mood, or emotion? Influence of customer trait and state during the cellar door experience on sales and word-of-mouth intention: A Bayesian approach. Wine Economics and Policy, 13(1), 49–62. https://doi.org/10.36253/wep-14395

Copyright (c) 2024 Genevieve d'Ament, Tahmid Nayeem, Anthony J. Saliba

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Direct-to-customer sales provide higher returns, maximising the profitability of wine businesses. While recent research has expanded the understanding of the sales relationship developed during a cellar door experience, individual influences on this relationship remain under-researched. The current study examines the direct-to-customer sales relationship co-created with staff during a cellar door experience. The influence of a participant’s personality, mood, and emotion on onsite sales and intention to recommend the experience was captured through an online questionnaire completed by 136 customers during their cellar door experience. A Bayesian Network was produced to determine the influence of states and traits on purchase and loyalty behaviours. Results showed all outcome variables were sensitive to wine-evoked emotions, aroused mood, and neuroticism. Additionally, results show that cellar door staff make an invaluable contribution to maximising profitability. The developed framework provides cellar door managers and staff with a valuable guide to create engaging cellar door experiences which are essential to maximising overall winery profitability.

PDF

References

  1. A.C. Campos, J. Mendes, P. Oom do Valle, N. Scott, Co-creation experiences: Attention and memorability, Journal of Travel & Tourism Marketing. (2016). https://doi.org/10.1080/10548408.2015.1118424 DOI: https://doi.org/10.1080/10548408.2015.1118424
  2. A.-M. Kranzbühler, M.H.P. Kleijnen, R.E. Morgan, M. Teerling, The multilevel nature of customer experience research: An integrative review and research agenda, International Journal of Management Reviews. 20(2) (2018) 433–456. https://doi.org/10.1111/ijmr.12140 https://onlinelibrary.wiley.com/doi/abs/10.1111/ijmr.12140 DOI: https://doi.org/10.1111/ijmr.12140
  3. J. Ma, Gao, J., & Scott, N., Introduction: Creating memorable experiences, in Visitor Experience Design, N. Scott, Gao, J., and Ma, J., Editor, CABI, Oxfordshire UK, 2017 pp. 3–12. DOI: https://doi.org/10.1079/9781786391896.0003
  4. A. Whiteland, My view: The way forward for cellar door tourism beyond the pandemic, Australian and New Zealand Grapegrower and Winemaker. (678) (2020) 16–17. https://doi.org/10.3316/informit.324716808743103
  5. G. d’Ament, A.J. Saliba, T. Nayeem, Understanding the nature and significance of wine tourism using an Australian perspective, in Routledge Handbook of Wine Tourism, S.K. Dixit, Editor, Taylor & Francis, London, 2022 pp. 11–23. DOI: https://doi.org/10.4324/9781003143628-4
  6. S. Squire, DtC boom follows COVID doom and gloom, Australian and New Zealand Grapegrower and Winemaker. (682) (2020) 72-76. https://winetitles.com.au/dtc-boom-follows-covid-doom-and-gloom/
  7. S. Hathaway, Inaugural direct-to-consumer survey identifies opportunities for wineries to connect with consumers and increase sales, Wine & Viticulture Journal. 34(1) (2019) 64–66. https://doi.org/10.3316/informit.388913080917737
  8. J. Ball, M. Stolle, Cellar doors: The impact of cellar doors: Design, experiences, and maximising customer relationships, Wine & Viticulture Journal. 34(4) (2019) 60–61. https://doi.org/10.3316/informit.008925211859130
  9. C. Szentpeteri, Sales and marketing: Direct to consumer sales-what’s working for Australian wineries?, Australian and New Zealand Grapegrower and Winemaker. (657) (2018). https://doi.org/10.3316/ielapa.297891016321430
  10. S. Charters, J. Ali-Knight, Who is the wine tourist?, Tourism Management. 23(3) (2002) 311–319. https://doi.org/10.1016/S0261-5177(01)00079-6 DOI: https://doi.org/10.1016/S0261-5177(01)00079-6
  11. E. Pomarici, M. Lerro, P. Chrysochou, R. Vecchio, A. Krystallis, One size does (obviously not) fit all: Using product attributes for wine market segmentation, Wine Economics and Policy. 6(2) (2017) 98–106. https://doi.org/10.1016/j.wep.2017.09.001 DOI: https://doi.org/10.1016/j.wep.2017.09.001
  12. J. Bruwer, E. Rueger-Muck, Wine tourism and hedonic experience: A motivation-based experiential view, Tourism and Hospitality Research. 19(4) (2019) pp.488-502. https://doi.org/10.1177/1467358418781444 DOI: https://doi.org/10.1177/1467358418781444
  13. G. d’Ament, T. Nayeem, A.J. Saliba, Convivial connection between staff and customer Is key to maximising profitable experiences: An Australian cellar door perspective, Foods. 11(19) (2022) 3112. https://doi.org/10.3390/foods11193112 DOI: https://doi.org/10.3390/foods11193112
  14. M. Gómez, M.A. Pratt, A. Molina, Wine tourism research: A systematic review of 20 vintages from 1995 to 2014, Current Issues in Tourism. (2018) 1–39. https://doi.org/10.1080/13683500.2018.1441267 DOI: https://doi.org/10.1080/13683500.2018.1441267
  15. G. d’Ament, T. Nayeem, A.J. Saliba, Do we really remember the view? The cellar door schema and its contribution to memorable experiences: Recommendations for cellar door practices, Food Research International. 174 (2023) 113611. https://doi.org/10.1016/j.foodres.2023.113611 DOI: https://doi.org/10.1016/j.foodres.2023.113611
  16. M.R. Jalilvand, N. Samiei, The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB), Internet research. 22(5) (2012) 591–612. https://doi.org/10.1108/10662241211271563 DOI: https://doi.org/10.1108/10662241211271563
  17. A. Ansary, N.M.H. Nik Hashim, Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth, Review of managerial science. 12(4) (2018) 969–1002. https://doi.org/10.1007/s11846-017-0235-2 DOI: https://doi.org/10.1007/s11846-017-0235-2
  18. J. Bruwer, M. Reilly, The power of word-of-mouth communication as an information source for winery cellar door visits, Australian and New Zealand Wine Industry Journal. 21(3) (2006) 43–51.
  19. A.C. Campos, J. Mendes, P. Oom do Valle, N. Scott, Co-creation of tourist experiences: a literature review, Current Issues in Tourism. 21(4) (2018) 369–400. https://doi.org/10.1080/13683500.2015.1081158 DOI: https://doi.org/10.1080/13683500.2015.1081158
  20. L. Skavronskaya, B. Moyle, N. Scott, The experience of novelty and the novelty of experience, Frontiers in Psychology. 11 (2020) 322. https://doi.org/10.3389/fpsyg.2020.00322 DOI: https://doi.org/10.3389/fpsyg.2020.00322
  21. A. Caliskan, Applying the right relationship marketing strategy through big five personality traits, Journal of Relationship Marketing. 18(3) (2019) 196–215. https://doi.org/10.1080/15332667.2019.1589241 DOI: https://doi.org/10.1080/15332667.2019.1589241
  22. J. Bruwer, K. Alant, The hedonic nature of wine tourism consumption: An experiential view, International Journal of Wine Business Research. 21(3) (2009) 235–257. https://doi.org/10.1108/17511060910985962 DOI: https://doi.org/10.1108/17511060910985962
  23. H.J. Eysenck, S.B. Eysenck, Personality structure and measurement London: Routledge. 1969.
  24. P.T. Costa, R.R. McCrae, Domains and Facets: Hierarchical Personality Assessment Using the Revised NEO Personality Inventory, Journal of personality assessment. 64(1) (1995) 21–50. https://doi.org/10.1207/s15327752jpa6401_2 DOI: https://doi.org/10.1207/s15327752jpa6401_2
  25. R. Leung, R. Law, A review of personality research in the tourism and hospitality context, Journal of Travel & Tourism Marketing. 27(5) (2010) 439–459. https://doi.org/10.1080/10548408.2010.499058 DOI: https://doi.org/10.1080/10548408.2010.499058
  26. G. Galloway, R. Mitchell, D. Getz, G. Crouch, B. Ong, Sensation seeking and the prediction of attitudes and behaviours of wine tourists, Tourism Management. 29(5) (2008) 950–966. https://doi.org/10.1016/j.tourman.2007.11.006 DOI: https://doi.org/10.1016/j.tourman.2007.11.006
  27. M. Pratt, Four wine tourist profiles, 8th International Conference of the AWBR, Geisenheim University, Geisenheim, Germany, 2014. http://academyofwinebusiness.com/wp-content/uploads/2014/07/TE06_Pratt_Marlene.pdf
  28. M. Pratt, Profiling wine tourists, more than just demographics, 6th Academy of Wine Business Research International Conference, Bordeaux Management School, Bordeaux, France, 2011. http://academyofwinebusiness.com/wp-content/uploads/2011/09/85-AWBR2011_Pratt.pdf
  29. G.W. Gustavsen, K. Rickertsen, Personality traits and consumption of wine and beer, Journal of Wine Economics. 14(4) (2019) 392–399. https://doi.org/10.1017/jwe.2019.34 DOI: https://doi.org/10.1017/jwe.2019.34
  30. C.L. Rusting, Interactive effects of personality and mood on emotion-congruent memory and judgment, Journal of personality and social psychology. 77(5) (1999) 1073. https://doi.org/10.1037/0022-3514.77.5.1073 DOI: https://doi.org/10.1037//0022-3514.77.5.1073
  31. S. Kritzler, J. Krasko, M. Luhmann, Inside the happy personality: Personality states, situation experience, and state affect mediate the relation between personality and affect, Journal of Research in Personality. 85 (2020) 103929. https://doi.org/10.1016/j.jrp.2020.103929 DOI: https://doi.org/10.1016/j.jrp.2020.103929
  32. I. Leri, P. Theodoridis, How do personality traits affect visitor’s experience, emotional stimulation and behaviour? The case of wine tourism, Tourism Review. (2020). https://doi.org/10.1108/TR-05-2019-0148 DOI: https://doi.org/10.1108/TR-05-2019-0148
  33. I. Kontaris, B.S. East, D.A. Wilson, Behavioral and neurobiological convergence of odor, mood and emotion: A review, Frontiers in Behavioral Neuroscience. 14 (2020). https://doi.org/10.3389/fnbeh.2020.00035 DOI: https://doi.org/10.3389/fnbeh.2020.00035
  34. X.-Y. Liu, Y. Liu, The service smile chain: linking leader emotions to customer outcomes, The Service Industries Journal. 40(5-6) (2020) 415–435. https://doi.org/10.1080/02642069.2018.1509958 DOI: https://doi.org/10.1080/02642069.2018.1509958
  35. C.J. White, Towards an understanding of the relationship between mood, emotions, service quality and customer loyalty intentions, The Service Industries Journal. 26(8) (2006) 837–847. https://doi.org/10.1080/02642060601011624 DOI: https://doi.org/10.1080/02642060601011624
  36. C.R. Noland, Positive or negative vibes: Does mood affect consumer response to controversial advertising?, Journal of Marketing Communications. 27(8) (2021) 897–912. https://doi.org/10.1080/13527266.2020.1795911 DOI: https://doi.org/10.1080/13527266.2020.1795911
  37. F.-C. Pan, S.-J. Su, C.-C. Chiang, Dual attractiveness of winery: atmospheric cues on purchasing, International Journal of Wine Business Research. 20(2) (2008) 95–110. https://doi.org/10.1108/17511060810883731 DOI: https://doi.org/10.1108/17511060810883731
  38. F. Murshed, A. Dwivedi, T. Nayeem, Brand authenticity building effect of brand experience and downstream effects, Journal of Product & Brand Management. 32(7) (2023). https://doi.org/10.1108/JPBM-02-2021-3377 DOI: https://doi.org/10.1108/JPBM-02-2021-3377
  39. U.R. Orth, R.C. Crouch, J. Bruwer, J. Cohen, The role of discrete positive emotions in consumer response to place-of-origin, European Journal of Marketing. (2020). https://doi.org/10.118/EJM-05-2018-0353
  40. L. Danner, R. Ristic, T.E. Johnson, H.L. Meiselman, A.C. Hoek, D.W. Jeffery, S.E. Bastian, Context and wine quality effects on consumers’ mood, emotions, liking and willingness to pay for Australian Shiraz wines, Food Research International. 89 (2016) 254–265. https://doi.org/10.1016/j.foodres.2016.08.006 DOI: https://doi.org/10.1016/j.foodres.2016.08.006
  41. V. Shuman, E. Clark-Polner, B. Meuleman, D. Sander, K.R. Scherer, Emotion perception from a componential perspective, Cognition and Emotion. 31(1) (2017) 47–56. https://doi.org/10.1080/02699931.2015.1075964 DOI: https://doi.org/10.1080/02699931.2015.1075964
  42. J. Pelegrín-Borondo, C. Olarte-Pascual, G. Oruezabala, Wine tourism and purchase intention: a measure of emotions according to the PANAS scale, Journal of Wine Research. 31(2) (2020) 101–123. https://doi.org/10.1080/09571264.2020.1780573 DOI: https://doi.org/10.1080/09571264.2020.1780573
  43. J. Bruwer, M. Coode, A. Saliba, F. Herbst, Wine tourism experience effects of the tasting room on consumer brand loyalty, Tourism Analysis. 18(4) (2013) 399–414. https://doi.org/10.3727/108354213X13736372325957 DOI: https://doi.org/10.3727/108354213X13736372325957
  44. A.J. Duszkiewicz, C.G. McNamara, T. Takeuchi, L. Genzel, Novelty and dopaminergic modulation of memory persistence: a tale of two systems, Trends in neurosciences. 42(2) (2019) 102–114. https://doi.org/10.1016/j.tins.2018.10.002 DOI: https://doi.org/10.1016/j.tins.2018.10.002
  45. F. Wang, J. Yang, F. Pan, R.C. Ho, J.H. Huang, Neurotransmitters and emotions, Frontiers in Psychology. 11 (2020) 21. https://doi.org/10.3398/fpsyg.2020.00021 DOI: https://doi.org/10.3389/fpsyg.2020.00021
  46. D.D. Torrico, Y. Han, C. Sharma, S. Fuentes, C. Gonzalez Viejo, F.R. Dunshea, Effects of context and virtual reality environments on the wine tasting experience, acceptability, and emotional responses of consumers, Foods. 9(2) (2020) 191. https://doi.org/10.3390/foods9020191 DOI: https://doi.org/10.3390/foods9020191
  47. National Health and Medical Research Council. The National Statement on Ethical Conduct in Human Research 2018 [cited 2021 9 November]. (1864962755).
  48. R. Ristic, T.E. Johnson, H.L. Meiselman, A.C. Hoek, S.E. Bastian, Towards development of a Wine Neophobia Scale (WNS): Measuring consumer wine neophobia using an adaptation of The Food Neophobia Scale (FNS), Food Quality and Preference. 49 (2016) 161–167. https://doi.org/10.1016/j.foodqual.2015.12.005 DOI: https://doi.org/10.1016/j.foodqual.2015.12.005
  49. O.P. John, E.M. Donahue, R.L. Kentle, Big five inventory, Journal of Personality and Social Psychology. (1991). https://doi.org/10.1037/t07550-000 DOI: https://doi.org/10.1037/t07550-000
  50. J.D. Mayer, Y.N. Gaschke, The experience and meta-experience of mood, Journal of Personality and Social Psychology. 55(1) (1988) 102–111. https://doi.org/10.1037/0022-3514.55.1.102 DOI: https://doi.org/10.1037//0022-3514.55.1.102
  51. J. Pearl, Probabilistic reasoning in intelligent systems. Networks of Plausible Inference, ed. M.B. Morgan and D. Pearl. Morgan Kaufmann Publishers, Inc. 1988. https://doi.org/10.1016/C2009-0-27609-4 DOI: https://doi.org/10.1016/C2009-0-27609-4
  52. U.B. Kjaerulff, A.L. Madsen, Bayesian Networks and Influence Diagrams. A Guide to Construction and Analysis. Second edition ed. Information Science and Statistics, ed. M. Jordan, J. Kleinberg, and B. Scholkopt. New York, NY 10013, USA: Springer. 2013. https://doi.org/10.1007/978-1-4614-5104-4 DOI: https://doi.org/10.1007/978-1-4614-5104-4
  53. L. Kaikkonen, T. Parviainen, M. Rahikainen, L. Uusitalo, A. Lehikoinen, Bayesian networks in environmental risk assessment: A review, Integrated Environmental Assessment and Management. 17(1) (2021) 62–78. https://doi.org/10.1002/ieam.4332 DOI: https://doi.org/10.1002/ieam.4332
  54. C.A. Pollino, C. Henderson. (2010). Bayesian networks: A guide for their application in natural resource management and policy. (14). Canberra: Australian Government Retrieved from https://www.utas.edu.au/__data/assets/pdf_file/0009/588474/TR_14_BNs_a_resource_guide.pdf
  55. G. d’Ament, A.J. Saliba, T. Nayeem, What are you looking at? Visual attention during the co-created cellar door experience: customer and staff perspectives from Australian experiences, International Journal of Wine Business Research. (2022). https://doi.org/10.1108/IJWBR-01-2022-0006 DOI: https://doi.org/10.1108/IJWBR-01-2022-0006
  56. E. Cooper-Douglas. (2023, Wednesday 4th January 2023). Sensory garden helps drinkers better taste the notes and features of Tasmanian wine. ABC. https://www.abc.net.au/news/2023-01-04/sensory-garden-helps-drinkers-taste-notes-tasmanian-wine/101820282