Operatic ﬂash mob: Consumer arousal, connectedness and emotion
2012 (English)In: Journal of Consumer Behaviour, ISSN 1472-0817, E-ISSN 1479-1838, Vol. 11, no 3, 244-251 p.Article in journal (Refereed) Published
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.
Place, publisher, year, edition, pages
2012. Vol. 11, no 3, 244-251 p.
background music, behavior, store
Economics and Business
IdentifiersURN: urn:nbn:se:kth:diva-122882DOI: 10.1002/cb.384ISI: 000306222400008ScopusID: 2-s2.0-84862538652OAI: oai:DiVA.org:kth-122882DiVA: diva2:624741
QC 201306032013-06-032013-05-292015-03-20Bibliographically approved