operatic flash mob consumer arousal connectedness and emotion
Download
Skip this Video
Download Presentation
Operatic flash mob: Consumer arousal, connectedness and emotion

Loading in 2 Seconds...

play fullscreen
1 / 26

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


  • 147 Views
  • Uploaded on

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

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Operatic flash mob: Consumer arousal, connectedness and emotion' - jalila


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.
ad