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The Emotional Component in Consumer Behaviour Relating to Special Even ts

Author

Listed:
  • Navarro, Gabriel
  • Taulet, Amparo Cervera

Abstract

The aim of this work is to analyze the emotional component of event attendance in order to improve understanding of consumer behaviour in the context of event organisation as a place marketing strategy. The study offers a two fold approach to the analysis of the emotional aspects of event attendance. Firstly, emotions for the public attending the event are identified. Secondly, from the dimensional approach, the validity of Mehrabian and Russell's (1974) PAD scale is analyzed to define emotions in terms of continuous dimensions, measuring approach and avoidance responses in event attendance.

Suggested Citation

  • Navarro, Gabriel & Taulet, Amparo Cervera, 2010. "The Emotional Component in Consumer Behaviour Relating to Special Even ts," Apas Papers 161, Academic Public Administration Studies Archive - APAS.
    • Handle: RePEc:nsu:apasro:161
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    File URL: http://www.apas.admpubl.snspa.ro/handle/2010/177
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