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Operatic flash mob: Consumer arousal, connectedness and emotion
Author(s) -
Grant Philip Stanley,
Bal Anjali,
Parent Michael
Publication year - 2012
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.384
Subject(s) - social connectedness , arousal , flash (photography) , psychology , advertising , social psychology , aesthetics , business , art , visual arts
ABSTRACT 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. Copyright © 2012 John Wiley & Sons, Ltd.