Wineries aim to sell, but the role of emotions on wine purchase intention is unclear. The
objective of this study is to analyze the importance of positive, negative, and vigilant
emotions on wine purchase intention. By analyzing survey results with 300 wine tourists, the
influence of three stimuli are examined. These three stimuli are: one wine product, a visit to
one winery, and a news report about the effects of wine. Results suggests that positive
emotions have a greater influence on purchase intention than negative or vigilant emotions …

This study was developed to examine the role of emotions on wine tourists' purchase
intention. While there has been preliminary research conducted on this question (Horska,
Bercik, Krasnodebski, Matysik-Pejas, & Bakayova, 2016), the subject remains largely
unexplored. One promising contribution to the literature comes from Pelegrín-Borondo, Arias-
Oliva, and Olarte-Pascual (2016), who argue that purchase intention is moderated by three
factors: the product, the environment, and external influences. Consequently, the authors …