Operatic flash mob: Consumer arousal, connectedness and emotion

Philip Stanley Grant · Anjali Suniti Bal · Michael Parent

19 citations0/0 files storedJournal of Consumer Behaviour

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Consumer Retail Behavior Studies Consumer Behavior in Brand Consumption and Identification AI in Service Interactions

Abstract

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.

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References

2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies 1996Trust in Organizations: Frontiers of Theory and Research 1996Swift Trust and Temporary Groups 2003We Are What We Post? Self-Presentation in Personal Web Space 1982Using Background Music to Affect the Behavior of Supermarket Shoppers 1986The Influence of Background Music on the Behavior of Restaurant Patrons 1981Group Consciousness and Political Participation 1990Music, Mood, and Marketing

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