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Dynamics of wine stress and cognitive dissonance in wine-lovers’ communities: theoretical underpinnings

Author

Listed:
  • Guillaume Biot Paquerot

    (BSB - Burgundy School of Business (BSB) - ESC Dijon-Bourgogne, CEREN - Centre de Recherche sur les Entreprises - BSB - Burgundy School of Business (BSB) - ESC Dijon-Bourgogne)

  • Magalie Dubois

    (BSB - Burgundy School of Business (BSB) - ESC Dijon-Bourgogne, CEREN - Centre de Recherche sur les Entreprises - BSB - Burgundy School of Business (BSB) - ESC Dijon-Bourgogne)

Abstract

This conceptual paper introduces the idea of ‘wine stress' to describe the psychosocial tension experienced by wine consumers in digital environments. Drawing on technostress theory, the Technology Acceptance Model 3 (TAM3), and cognitive dissonance theory, we examine how consumer decision-making, peer pressure, and platform-mediated experiences intersect in wine-lover communities. We identify key sources of wine stress – including information overload, delegation as a coping mechanism, and social exposure – and propose a future research agenda based on experimental and survey methods. This work contributes to the growing literature on digital consumption experiences and stress dynamics within specialised consumer communities.

Suggested Citation

  • Guillaume Biot Paquerot & Magalie Dubois, 2025. "Dynamics of wine stress and cognitive dissonance in wine-lovers’ communities: theoretical underpinnings," Post-Print hal-05798789, HAL.
    • Handle: RePEc:hal:journl:hal-05798789
    DOI: 10.1080/12460125.2025.2573311
    as

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