Mood and involvement as dual constructs in experiential research

Johnson Morgan, Melissa and Summers, Jane (2003) Mood and involvement as dual constructs in experiential research. In: 2003 World Marketing Congress, 11-14 Jun 2003, Perth, Australia.

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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.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 14 Dec 2017 04:52
Last Modified: 14 Dec 2017 04:52
Uncontrolled Keywords: consumers; decision-making; marketing research methodology
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory

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