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

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.

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