Passion, Goals and Word-Of-Mouth Behaviour in a Classical Music Context

The concept of passion is incorporated into the Model of Goal-directed Behavior to provide an intrinsic expression of desires. The results indicated that passion is a distinct construct. The model with passion explained substantially more variance in classical music attendees’ word-of-mouth behaviour than one without (27.6% to 62.9% respectively).

Citation:

Christopher White, Tim Fry, and Eudora Tong (2015) ,"Passion, Goals and Word-Of-Mouth Behaviour in a Classical Music Context ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 80-84.