Roll up, roll up! The effect of social crowding on consumer enjoyment of special event entertainment

Sit, Jason and Johnson Morgan, Melissa (2008) Roll up, roll up! The effect of social crowding on consumer enjoyment of special event entertainment. In: ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat, 1-3 Dec 2008, Sydney, Australia.

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Abstract

This study is based on the context of special event entertainment (SEE) at the shopping centre environment. SEE consists of free entertainment events that are typically consumed by a mass of people in one location at one point in time, and for the purpose of enjoyment and pleasure (for example, school holiday entertainment, fashion shows, celebrity appearances, and community events) (Ng, Russell-Bennett & Dagger 2007, Sit, Merrilees & Birch 2003). Hence, a key characteristic of SEE is social crowding (Ng et al. 2007). The main purpose of this study is to examine the possible positive effect of social crowding on consumer enjoyment with SEE. In this study, the results reveal that not only social crowding can have a positive effect on consumer enjoyment with SEE but it can also have a positive effect on their shopping behaviour. Contributions to marketing theory and practice are discussed.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors retain copyright.
Depositing User: Dr Melissa Johnson Morgan
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 24 Feb 2009 03:29
Last Modified: 22 Aug 2014 00:01
Uncontrolled Keywords: crowds; social crowding; entertainment; shopping centres
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1504 Commercial Services > 150499 Commercial Services not elsewhere classified
15 Commerce, Management, Tourism and Services > 1504 Commercial Services > 150404 Sport and Leisure Management
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
URI: http://eprints.usq.edu.au/id/eprint/4907

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