Operatic flash mob consumer arousal connectedness and emotion
This presentation is the property of its rightful owner.
Sponsored Links
1 / 26

Operatic flash mob: Consumer arousal, connectedness and emotion PowerPoint PPT Presentation


  • 51 Views
  • Uploaded on
  • Presentation posted in: General

Operatic flash mob: Consumer arousal, connectedness and emotion. PHILIP STANLEY GRANT, ANJALI BAL, MICHAEL PARENT The Beedie School of Business, Simon Fraser University, Vancouver, Canada. Journal of Consumer Behaviour , 2012. Outline. INTRODUCTION GENESIS OF THE FLASH MOB

Download Presentation

Operatic flash mob: Consumer arousal, connectedness and emotion

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Operatic flash mob consumer arousal connectedness and emotion

Operatic flash mob: Consumer arousal, connectedness and emotion

PHILIP STANLEY GRANT,

ANJALI BAL,

MICHAEL PARENT

The Beedie School of Business, Simon Fraser University, Vancouver, Canada

Journal of Consumer Behaviour, 2012


Outline

Outline

  • INTRODUCTION

  • GENESIS OF THE FLASH MOB

  • MUSIC AND MARKETING

  • METHODOLOGY

  • FIELD EXPERIMENT

  • PARTICIPANTS

  • RESULTS

  • LIMITATIONS

  • DISCUSSION AND MANAGERIAL IMPLICATIONS

  • CONCLUSION


Introduction 1 3

INTRODUCTION(1/3)

  • How flash mobs affect consumer emotion, loyalty and feelings of connectedness

  • Using a field study during which an operatic flash mob was created.


Introduction 2 3

INTRODUCTION(2/3)

  • Flash mob is:

    • Information is spread through social media

    • Organisers include location, time and performance information

    • Semi-spontaneous temporary community

    • A spontaneous sing-a-long

    • Even a group of individuals staring at a blank wall

    • Quickly disperse


Introduction 3 3

INTRODUCTION(3/3)

  • Marketers are now increasingly using flash mobs as a means of generating consumer interest

  • The purpose is to understand what effect a flash mob might have on consumer behaviour


Genesis of the flash mob 1 2

GENESIS OF THE FLASH MOB(1/2)

  • The world’s first flash mob In May of 2003

  • Flash mobs are used more commonly as performance art

  • A part of an organisation’s guerilla marketing strategy


Genesis of the flash mob 2 2

GENESIS OF THE FLASH MOB(2/2)

  • Studies have shown that in a number of conditions, trust and feelings of connectedness do form

  • A group of people who formulate a temporary public performance, execute, and then quicklydisperse


Music and marketing 1 3

MUSIC AND MARKETING(1/3)

  • Music V.S. Emotion

    • Music can give us joy and delight

    • Music can enhance somber mood, melancholy and despair

    • Music can act as a powerful stimulus for affecting moods

  • Music V.S. Behavior

    • Students liked the music in the student cafeteria

  • Type V.S. behavior

    • Classical music can increase customer spending in certain restaurant conditions

  • Tempo V.S. behavior

    • Music tempo has been shown to have a significant effect on behaviour.

    • A relationship between musical tempo and the speed of the consumer shopping behaviour.


Music and marketing 2 3

MUSIC AND MARKETING(2/3)

  • Background V.S. Foreground

    • Define background music as musicians playing instrumental music

    • Define foreground music as original music and lyrics by original artist.

    • Foreground music commands more attention than background music and generally has a stronger ability to alter the mood of the listener

  • Background V.S. behavior

    • helps consumers access deep thoughts


Music and marketing 3 3

MUSIC AND MARKETING(3/3)

  • Music has the ability to increase sales and profit

  • Each of these events was intended to pull attention, distract and bewilder


Methodology

METHODOLOGY

  • A field experiment was designed and conducted at Vancouver Canada’s Granville Island Market

  • Field experiment was set up with three conditions:

    • Observe the way that consumers interacted with each other

    • Observers were asked to circulate with demographic surveys

    • Video interviews were recorded and later coded


Field experiment 1 5

FIELD EXPERIMENT(1/5)

  • Operatic flash mob was conducted in the food court of Vancouver’s Granville Island Market on 13 June, between 12:30 PM and 4:30 PM

  • Three-level design: no music, recorded music and live music


Field experiment 2 5

FIELD EXPERIMENT(2/5)

  • No music:

    • Observers were asked to circulate throughout the food court to see

    • How consumers interacted with each other and with vendors


Field experiment 3 5

FIELD EXPERIMENT(3/5)

  • Recorded music:

    • Observers were asked to circulate throughout the food court and watch

    • How consumers interacted with vendors as well as with each other.


Field experiment 4 5

FIELD EXPERIMENT(4/5)

  • Live music:

    • The same two musical selections from the second conditions were performed

    • Observers were once again asked to circulate throughout the food court and observe consumers.


Field experiment 5 5

FIELD EXPERIMENT(5/5)

  • When the experiment was over, formal interviews were conducted and performers were asked to stay and speak with audience members.


Participants

PARTICIPANTS

  • Ranged in age from 19 to 81

  • 54 participants self-identified as male, while 73 identified as female(1 individual chose not to identify his/her gender).

  • 18 observers(3 PhD, 15 were completing a master’s degree)

  • 6 performers(3 female, 3 male)


Results 1 4

RESULTS(1/4)

  • Four major themes:

    • Consumer arousal during the flash mob

    • Consumer desirability to be part of the group

    • Consumer connectedness during the flash mob

    • Increased consumer-felt emotion during the flash mob


Results 2 4

RESULTS(2/4)

  • Level 1(no music)

    • Difficult to convince shoppers to speak with them

    • People seemed to move around continuously

  • Level 2(recorded music)

    • Observers and researchers received numerous complaints about the recorded music

    • Observers complained that it was very difficult to convince shoppers to speak with them

  • Level 3(live music)

    • Observers actually had shoppers asking to speak with them about the flash mob and the market

    • A crowd of approximately 300 people gathered around the performance


Results 3 4

RESULTS(3/4)

  • AROUSAL

    • Participants reported extreme excitement during and after the flash mob

    • Live unexpected music in a market can lead to heightened consumer-felt arousal

  • HEIGHTENED EMOTION

    • We observed and later heard about from shoppers at the market was the heightened emotion they felt watching and being a part of the flash mob.

    • Flash mobs can elicit a heightened emotional response in consumers.

    • The heightened emotional response felt by consumers can lead to long-term consumer loyalty.


Results 4 4

RESULTS(4/4)

  • CONNECTEDNESS

    • A heightened sense of connectedness amongst shoppers as well as between the shoppers and performers

    • Numerous audience members wanted to speak with researchers as well as the performers

    • Flash mobs can create a temporary group and sense of connectedness between audience members and performers.

    • Temporary groups may turn into feelings of identification, which in turn could lead to increased consumer loyalty.


Limitations

LIMITATIONS

  • Study was context specific

  • At the time of the event, the participants were already in Granville Island and therefore do not make up a random sample.

  • All qualitative research, potential researcher bias may exist.


Discussion and managerial implications 1 2

DISCUSSION AND MANAGERIAL IMPLICATIONS(1/2)

  • The popularity of flash mobs as a marketing tool has grown exponentially.

  • From a managerial perspective, the cost expenditure for this event was very low relative to the exposure that Air Canada received.


Discussion and managerial implications 2 2

DISCUSSION AND MANAGERIAL IMPLICATIONS(2/2)

  • Authors present three major points that managers can take away from this field study

    • Consumer involvement

    • Social networks

    • The live nature

  • Consumers tend to feel stronger ties of connectedness in situations where companies can increase arousal and emotion towards a product or service.


Conclusion 1 2

CONCLUSION(1/2)

  • As flash mobs continue to increase in popularity, marketers, organisers, protestors and artists alike will look to take advantage of the flash mob forum

  • This paper has endeavoured to analyse audience response and understand temporary group formation and consumer-felt emotion as it pertains to the operatic flash mob


Conclusion 2 2

CONCLUSION(2/2)

  • This paper provides an exploratory study of the effect that foreground music has on the consumer

  • It differentiates itself from the current literature from both a live music and vocal music perspective.


  • Login