Mood and involvement as dual constructs in experiential research
Paper
Paper/Presentation Title | Mood and involvement as dual constructs in experiential research |
---|---|
Presentation Type | Paper |
Authors | Johnson Morgan, Melissa (Author) and Summers, Jane (Author) |
Journal or Proceedings Title | Marketing Across Borders and Boundaries: Proceedings of the 2003 World Marketing Congress |
ERA Conference ID | 60004 |
Journal Citation | XI |
Number of Pages | 22 |
Year | 2003 |
Place of Publication | United Kindom |
ISBN | 0939783061 |
Web Address (URL) of Paper | http://www.ams-web.org/?page=PreviousConferences |
Conference/Event | 2003 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. |
Keywords | consumers; decision-making; marketing research methodology |
ANZSRC Field of Research 2020 | 350606. Marketing research methodology |
350608. Marketing theory | |
Byline Affiliations | Department of Marketing and Tourism |
https://research.usq.edu.au/item/9zw01/mood-and-involvement-as-dual-constructs-in-experiential-research
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