Publications

Authors:

Sartore, Alessio; Gaeta, Davide

Title:

Measuring the Sales Impact of Cognitive vs Emotional Priming in Wine Tourism: Evidence from a Field Experiment

Year:

2026

Type of item:

Abstract in Atti di convegno

Tipologia ANVUR:

Abstract in Atti di convegno

Language:

Inglese

Format:

Elettronico

Congresso:

5th Conference of the European Association of Wine Economists (EuAWE)

Place:

Trieste (Italy), Koper (Slovenia)

Period:

June 2026

Page numbers:

1-50

Keyword:

wine tourism, direct-to-consumer, cognitive priming, information framing

Short description of contents:

This study investigates whether cognitive or emotional informational priming better drives purchase intention among wine tourists in a direct-to-consumer setting. Through a randomized field experiment conducted at a premium Valpolicella winery, two groups received contrasting pre-tasting digital content: one focused on emotional storytelling, the other on technical and attribute-based data. Results show that cognitive priming generated a significantly higher mean purchase intention (M=5.94) compared to emotional priming (M=4.65), representing a 27.7% increase confirmed by a robust ANOVA (F=30.4, p<.001). A complementary lexical analysis of the tasting speech revealed its intrinsically narrative nature, suggesting that cognitive priming acted as a complementary "technical scaffold" rather than redundant information. The findings support the "Cognitive Alibi" hypothesis: rational, data-driven framing lowers the psychological cost of hedonic spending, offering wineries a scalable, low-cost strategy to improve conversion without restructuring the visitor experience.

Product ID:

150169

Handle IRIS:

11562/1184873

Last Modified:

March 1, 2026

Bibliographic citation:

Sartore, Alessio; Gaeta, Davide, Measuring the Sales Impact of Cognitive vs Emotional Priming in Wine Tourism: Evidence from a Field Experiment  in 5th Conference of the European Association of Wine Economists (EuAWE) , Proceedings of "5th Conference of the European Association of Wine Economists (EuAWE)" , Trieste (Italy), Koper (Slovenia) , June 2026 , 2026 , pp. 1-50

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