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Full Description
This book examines how shared consumption experiences shape consumer behavior, market strategies, and social connection. From wine tastings and direct selling events to hospitality and digital engagement, it explores the evolving ways people come together to consume, celebrate, and connect.
Using communal wine consumption as a case study, this volume reveals how shared rituals — from intimate gatherings to large-scale events — drive economic and cultural trends. Topics include the role of social interaction in purchasing decisions, the balance of competition and collaboration in business, and the rise of digital platforms that reshape traditional consumption experiences.
This book is essential for scholars, industry professionals, and anyone interested in marketing, consumer psychology, and experiential commerce as it offers a fresh perspective on the power of shared consumption in an evolving marketplace.
The chapters in this book were originally published as a special issue of Journal of Wine Research.
Contents
Preface Introduction: The communal consumption experience: rituals, exchange, and the business of connection 1. Drinking (wine) again: always the same, even in a pandemic? 2. Market-oriented activities and communal wine consumption events: does coopetition make a difference? 3. Direct selling party plans: communal sharing in the systems of provision 4. Virtual wine tastings - how to 'zoom up' the stage of communal experience
