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

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
Anthony J. Saliba
Charles Sturt University, School of Psychology, Faculty of Business, Justice, and Behavioural Sciences, Wagga Wagga

Published 2024-03-13


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

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


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.


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