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Published in:
2015 | OriginalPaper | Chapter
La Vie BohÈme? The Role of an Operatic Flash Mob on Consumer Behavior
Authors : Philip Grant, Anjali Bal, Leyland F. Pitt, Adam Mills, Anthony Chan
Published in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Publisher: Springer International Publishing
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This study examines the influence of an operatic flash mob on consumer behavior 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 analyze 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.