Mood and involvement as dual constructs in experiential research

Paper

Johnson Morgan, Melissa and Summers, Jane. 2003. "Mood and involvement as dual constructs in experiential research." 2003 World Marketing Congress: Marketing Across Borders and Boundaries. Perth, Australia United Kindom.
Paper/Presentation Title

Mood and involvement as dual constructs in experiential research

Presentation TypePaper
AuthorsJohnson Morgan, Melissa (Author) and Summers, Jane (Author)
Journal or Proceedings TitleMarketing Across Borders and Boundaries: Proceedings of the 2003 World Marketing Congress
ERA Conference ID60004
Journal CitationXI
Number of Pages22
Year2003
Place of PublicationUnited Kindom
ISBN0939783061
Web Address (URL) of Paperhttp://www.ams-web.org/?page=PreviousConferences
Conference/Event2003 World Marketing Congress: Marketing Across Borders and Boundaries
Academy of Marketing Science - World Marketing congress
Event Details
2003 World Marketing Congress: Marketing Across Borders and Boundaries
Event Location
Perth, Australia
Event Details
Academy of Marketing Science - World Marketing congress
Abstract

This paper explores the concepts of mood and involvement in experiential research. Sport spectating was chosen to represent leisure services in this investigation into the differences between traditional consumer decision-making constructs and experiential constructs. We propose that in leisure service encounters, both mood and involvement act as dynamic constructs operating on dual levels. The first level is an 'a priori' state, or those brought to the experience by the consumer and the second level is an 'experiential' state, where constructs actually change over the course of the consumption experience. Further we propose that the servicescape moderates the changes in mood and involvement during the experience. A review of the literature and a series of phenomenological focus groups facilitated the exploration of the propositions in this study. Our findings suggest that mood and involvement are in fact dual constructs, operating on both a priori and experiential levels. This study is truly exploratory in nature and suggestions for future research include the development of creative methodologies to quantify the operation of the mood and involvement constructs in the experiential consumption of leisure services.

Keywordsconsumers; decision-making; marketing research methodology
ANZSRC Field of Research 2020350606. Marketing research methodology
350608. Marketing theory
Byline AffiliationsDepartment of Marketing and Tourism
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Ng, Eric, Lawley, Meredith and Summers, Jane. 2004. "An exploratory study of Australian agribusiness organisations and their selection of e-business models for conducting B2B e-commerce." 2004 Inaugural Academy of World Business, Marketing and Management Development Conference: The Challenge of Inter-Disciplinary Perspectives & Globalization in the 21st Century . Gold Coast, Australia 13 - 16 Jul 2004 Perth, Australia.
Which B2B e-business model: the case of Australian agribusiness organisations
Ng, Eric, Lawley, Meredith and Summers, Jane. 2003. "Which B2B e-business model: the case of Australian agribusiness organisations." Geursen, G., Kennedy, R. and Tolo, M. (ed.) ANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. Adelaide, Australia 01 - 03 Dec 2003 Melbourne, Australia.
Understanding consumer responses to special event entertainment (SEE) in shopping centres
Sit, Jason, Johnson Morgan, Melissa and Summers, Jane. 2006. "Understanding consumer responses to special event entertainment (SEE) in shopping centres." Yu, Chian Son and Wang, Chih Chien (ed.) 2006 International Conference on Business and Information (BAI 2006). Singapore 12 - 14 Jul 2006 Taiwan.
Sponsorship leveraging improves consumer attitudes and purchase intentions towards the sponsoring brand - but is it relevant for FMCG packaging?
Woodside, Frances M., Summers, Jane and Johnson Morgan, Melissa. 2007. "Sponsorship leveraging improves consumer attitudes and purchase intentions towards the sponsoring brand - but is it relevant for FMCG packaging?" Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen (ed.) ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop. Dunedin, New Zealand 30 Nov - 02 Dec 2007 Dunedin, New Zealand.
Evoking the past: exploring nostalgia's relevance to sport consumption
McColl-Kennedy, Janet, Summers, Jane and Johnson Morgan, Melissa. 2001. "Evoking the past: exploring nostalgia's relevance to sport consumption." Tidwell, Paula M. and Muller, Thomas E. (ed.) Association for Consumer Research 2000 Asia Pacific Conference. Gold Coast, Australia 16 - 18 Mar 2000 Provo, UT. United States.
Consumer construction of sport consumption experiences through role play: a literature review
Volkov, Michael, Johnson Morgan, Melissa and Summers, Jane. 2007. "Consumer construction of sport consumption experiences through role play: a literature review." James, Jeffrey D. (ed.) 4th Annual Sport Marketing Association Conference: Sport Marketing Across the Spectrum: Research from Emerging, Developing and Established Sholars (SMA 2006). Denver, Colorado 04 - 06 Nov 2006 Morganstown, VA.
E-marketing strategy: an exploratory investigation into Chinese business use of the Internet
Johnson Morgan, Melissa, Lawley, Meredith and Spinks, Wendy. 2006. "E-marketing strategy: an exploratory investigation into Chinese business use of the Internet." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.
The effect of sponsorship endorsed packaging on consumer attitudes: a conceptual enquiry
Woodside, Frances M., Summers, Jane and Johnson Morgan, Melissa. 2006. "The effect of sponsorship endorsed packaging on consumer attitudes: a conceptual enquiry." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.
The impact of parental style on sports consumption preferences of teenagers: an exploratory investigation in the Asia Pacific region
Summers, Jane and Johnson Morgan, Melissa. 2006. "The impact of parental style on sports consumption preferences of teenagers: an exploratory investigation in the Asia Pacific region." Asian Journal of Marketing (National University of Singapore). 12 (1), pp. 23-34.
The impact of structure on marketing success in Australian Rules Football clubs
Johnson Morgan, Melissa, Summers, Jane and West, Kristy. 2006. "The impact of structure on marketing success in Australian Rules Football clubs." Fullerton, Sam and Moore, David (ed.) International Conference of the Academy of Business Administration (2005). Prague, Czech Republic 03 - 07 Aug 2005 Ypsilanti, Michigan, USA.
Sports consumption behaviour among generation Y in mainland China
Johnson Morgan, Melissa, Summers, Jane and Jocumsen, Graham. 2006. "Sports consumption behaviour among generation Y in mainland China." Fullerton, Sam and Moore, David (ed.) International Conference of the Academy of Business Administration (2006). Munich, Germany 16 - 20 Aug 2006 Ypsilanti, Michigan, USA.
Sponsorship of fast moving consumer goods - does packaging endorsement contribute to brand attitude?
Woodside, Frances M., Summers, Jane and Johnson Morgan, Melissa. 2006. "Sponsorship of fast moving consumer goods - does packaging endorsement contribute to brand attitude?" Fullerton, Sam and Moore, David (ed.) International Conference of the Academy of Business Administration (2006). Munich, Germany 16 - 20 Aug 2006 Ypsilanti, Michigan, USA.
Factors influencing consumer intentions to purchase seasonally discounted athletic footware in Thailand
Summers, Jane, Lorterapong, Atasit and Johnson Morgan, Melissa. 2006. "Factors influencing consumer intentions to purchase seasonally discounted athletic footware in Thailand." Fullerton, Sam and Moore, David (ed.) International Conference of the Academy of Business Administration (2006). Munich, Germany 16 - 20 Aug 2006 Ypsilanti, Michigan, USA.
Defining consumer responses to special event entertainment (SEE): key constructs and propositions
Sit, Jason, Johnson Morgan, Melissa and Summers, Jane. 2006. "Defining consumer responses to special event entertainment (SEE): key constructs and propositions." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.
Teenage motivations for sport related consumption in Australia
Summers, Jane, Johnson Morgan, Melissa and Kanoyangwa, Ranganai. 2007. "Teenage motivations for sport related consumption in Australia." Pitts, Brenda G. (ed.) 3rd Annual Sport Marketing Association Conference: Sport Marketing in the New Millennium (SMA 2005). Tempe, Arizona 10 - 12 Nov 2005 Morgantown, WV. United States.