COMMENT: This research is HUGE. It reinforces what many of us have been feeling all along - that the experience at a winery can make all the difference in purchasing decisions. When people are made to feel special, even and especially if they are not particularly wine snobs, they tend to have a more positive experience and spend more money. Every winery with a tasting room should read this article!
This study really translates to just about any location where customers can decide whether are not to spend money.