Impact of an Operatic Flash Mob on Consumer Behavior

Grant Philip, Simon Fraser University, Canada
Bal Anjali , Simon Fraser University, Canada
Pitt Leyland, Simon Fraser University, Canada
Parent Michael, Simon Fraser University, Canada
This film examines the influence of an operatic flash mob on consumer behavior and consumer experience in a public market. Results of a field experiment indicate that the flash mob enhanced consumer arousal, connectedness and positive emotions, as well as consumer-to-consumer interaction.

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