The Emotional Component in Consumer Behaviour Relating to Special Even ts

Gabriel Navarro and Amparo Cervera Taulet

No 161, Apas Papers from Academic Public Administration Studies Archive - APAS

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.

Keywords: public administration; fashion; events; emotions (search for similar items in EconPapers)
Date: 2010-07-05
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