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Operatic flash mob :
Operatic flash mob : Consumer arousal, connectedness and emotion
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- Grant, Philip (författare)
- The Beedie School of Business, Simon Fraser University, Vancouver, Canada
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- Bal, Anjali (författare)
- The Beedie School of Business, Simon Fraser University, Vancouver, Canada
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- Parent, Michael (författare)
- The Beedie School of Business, Simon Fraser University, Vancouver, Canada
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(creator_code:org_t)
- 2012-03-26
- 2012
- Engelska.
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Ingår i: Journal of Consumer Behaviour. - : Wiley. - 1472-0817 .- 1479-1838. ; 11:3, s. 244-251
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https://kth.diva-por... (primary) (Raw object)
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http://kth.diva-port...
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- This study examines the influence of an operatic flash mob on consumer behaviour and consumer experience in a public market. A field experiment was conducted to assess the impact of operatic music on consumers' emotions and connectedness in three conditions: spontaneous live music (flash mob), recorded music, and no music. We analyse audience responses to the shopping experience in all three conditions, with particular focus on temporary group formation and felt emotion. Results show that the flash mob enhanced consumer arousal, connectedness and positive emotions, as well as consumer-to-consumer interaction.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
Nyckelord
- background music
- behavior
- store
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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