Emma Juaneda-Ayensa, Cristina Olarte-Pascual, Eva Reinares-Lara and Pedro Reinares-Lara
The theory of emergent nature argues that the “right” people have a unique ability to imagine and envision how products might be developed so that they can be successful in the…
Abstract
Purpose
The theory of emergent nature argues that the “right” people have a unique ability to imagine and envision how products might be developed so that they can be successful in the marketplace. The purpose of this paper is to apply this theory to the wine market to evaluate the ability of wine tasters with the “right” profile (i.e. high in emergent nature) to identify benefits applicable to the development of a new wine.
Design/methodology/approach
Two sequential studies were performed to collect data: a qualitative study of a sample of 44 professional wine tasters to identify the “right” profile and a quantitative study, with a sample of 1,126 consumers, to assess the value of the benefits proposed by the wine tasters in terms of purchase intention. The validation of the measurement model was carried out using the variance-based partial least squares (PLS) technique.
Findings
Two types of wine tasters were identified, normal and “right”. The “right” wine tasters were more and better able to develop arguments for the innovation and market orientation of the wine.
Practical implications
In the context of the wine market, identifying expert wine tasters with the “right” profile is a strategic option to improve innovation and market orientation in the development of commercially viable wines.
Originality/value
This pioneering research validates, in the wine market, a proven methodology used in other markets, which makes it possible to identify expert wine tasters high in emergent nature. These “right” expert tasters identify benefits that can have a decisive effect on purchase intention.
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Eva Reinares-Lara, Jorge Pelegrín-Borondo, Cristina Olarte-Pascual and Gwenaelle Oruezabala
Wine culture is an increasingly important reality for the development of wine regions that can foster a sense of cultural identity (CI). With the aim of guiding marketing in the…
Abstract
Purpose
Wine culture is an increasingly important reality for the development of wine regions that can foster a sense of cultural identity (CI). With the aim of guiding marketing in the wine market and segmenting demand, this study aims to introduce the moderating role of wine-related cultural identity (WCI) in a Cognitive-Affective-Normative (CAN) model to explain purchase intention for innovations.
Design/methodology/approach
This quantitative study was conducted in Spain, the country with the largest acreage of vineyards in the world. Specifically, a personal survey was applied to a sample of 1,126 potential buyers of a wine innovation in Rioja, the Spanish wine region with the longest tradition.
Findings
(1) WCI moderates acceptance of a wine innovation; (2) WCI levels generate new segments: Enoculturalists (44.67%), who have a strong WCI, Intermediate Enoculturalists (38.90%), with an intermediate WCI and Non-Enoculturalists (16.43%), who have no WCI; and (3) the CAN model strongly explains the behavior of Non-Enoculturalists (R2 = 0.81).
Originality/value
The originality of the research lies in the opportunity to test a technical innovation in wine production in a region characterized by a strong wine-growing tradition. Despite growing interest in local products, no study has yet examined the moderating role of CI in a new food acceptance model as proposed here. The findings have important theoretical and practical implications, as they identify new groups for targeting innovation-related actions and reactivating wine consumption in keeping with new consumer trends.
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Mrs. Agueda Esteban Talaya and Mrs. Eva Reinares Lara
This paper analyzes the evolution of research undertaken in the last 35 years on tourist demand in Spain. The research considered has been classified into three fields with their…
Abstract
This paper analyzes the evolution of research undertaken in the last 35 years on tourist demand in Spain. The research considered has been classified into three fields with their own specific touristic characteristics; research projects that have been oriented toward the study of demand as a whole, those that study the origin of demand in specific zones and destinations and thirdly, those that address the demand of concrete tourist products and services. Forecast studies on tourist demand which are included in some of the above will also be included in this paper. The revision of these studies will take three basic factors into account: the area and the objectives of the project, the method used and the application and practical utility of the study.
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Kerem Toker, Mine Afacan Fındıklı, Zekiye İrem Gözübol and Ali̇ Görener
This research aims to reveal the working principles of the decision mechanism that affects the use of neural implant acceptance and to discuss the leading role of digital literacy…
Abstract
Purpose
This research aims to reveal the working principles of the decision mechanism that affects the use of neural implant acceptance and to discuss the leading role of digital literacy in this mechanism. In addition, it aimed to examine the theoretical connections of the research model with the conservation of resources (COR) and technology acceptance model (TAM) theories in the discussion.
Design/methodology/approach
The authors collected data from 300 individuals in an organization operating in the health sector and analyzed the data in the Smart Partial Least Squares (PLS) 3.3.3. This way, the authors determined the relationships between the variables, the path coefficients and the significance levels.
Findings
The study has found that strong digital literacy skills are linked to positive emotions and attitudes. Additionally, maintaining a positive mindset can improve one's understanding of ethics. Ethical attitudes and positive emotions can also increase the likelihood of adopting neural implants. Therefore, it is crucial to consider both technical and ethical concerns and emotions when deciding whether to use neural implants.
Originality/value
The research results determined the links between the cognitive, emotional and ethical factors in the cyborgization process of the employees and gave original insights to the managers and employees.
Highlights
Determination of antecedents that affect individuals' acceptance of neural implant use.
Application to 300 individuals working in a health organization.
Path analysis using the least squares method via Smart PLS 3.3.3
Significant path coefficients among digital literacy, positive emotions, attitude, ethical understanding and acceptance of neural implant use.
Determination of antecedents that affect individuals' acceptance of neural implant use.
Application to 300 individuals working in a health organization.
Path analysis using the least squares method via Smart PLS 3.3.3
Significant path coefficients among digital literacy, positive emotions, attitude, ethical understanding and acceptance of neural implant use.
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Youmna Soliman El-Sherbiny, Noha El-Bassiouny and Hadeer Hammad
The purpose of this conceptual paper is to present a framework for the interplay between ethics education and consumer wisdom for future empirical research. The paper aims to…
Abstract
Purpose
The purpose of this conceptual paper is to present a framework for the interplay between ethics education and consumer wisdom for future empirical research. The paper aims to conceptualize the influence marketing ethics education has on students as consumers, not as future marketing executives per se due to the little literature that exist in this direction. By tackling this research gap, this paper extends the understanding of the social cognitive theory. It examines the role marketing ethics education plays in enhancing students' moral attentiveness and ethical awareness, which consequently shape their consumer wisdom.
Design/methodology/approach
The proposed conceptual framework is based on theoretically observing and analyzing the possible interrelations between ethics education and consumer wisdom.
Findings
This research offers multiple research propositions to examine these interrelationships through future empirical research.
Practical implications
The value of this paper lies in its potential importance for policymakers and marketing educators. Shedding light on this relationship is beneficial to educational institutions and the means by which courses' curricula are designed. Consequently, students will be equipped with the right foundation to become more ethical and wiser consumers.
Originality/value
This conceptual paper extends the research in the field of consumer behavior and marketing education. It employs the reciprocal causation model of Bandura's (1986) social cognitive theory to consumer wisdom; a novel construct in the field of consumer behavior. This opens an array to understanding the potential role of ethics education as a potential antecedent in shaping consumer wisdom. The study also explores the prospective mediating role of moral attentiveness and ethical awareness to the conceptualized relationship.