Abstract Purpose – This paper aims to empirically examine how atmospherics affect word of mouth (WOM) about the brand. The authors focus primarily on uncovering the causal mechanism in which such effect is serially mediated by both... more
Abstract Purpose – This paper aims to empirically examine how atmospherics affect word of mouth (WOM) about the brand. The authors focus primarily on uncovering the causal mechanism in which such effect is serially mediated by both perceived positive emotions evoked by atmospherics and attitude toward the brand. Design/methodology/approach – To test the research hypotheses, 314 Greek moviegoers were drafted to participate in a survey. Data were analysed using confirmatory factor analysis (AMOS) and the SPSS macro (PROCESS tool). The model was applied to motion pictures, as they provide aparticularly good example of shortlife-cycle products. Findings – Findings indicate that atmospherics are related to WOM about the brand through perceived emotions evoked by atmospherics and, in turn,attitude toward the brand. Research limitations/implications – The present study extends the relevant literature by providing both direct and indirect links between atmospherics and WOM about a brand. Practical implications – The model of the present study could be applied to other short life-cycle products that share key characteristics with motion pictures. Moreover, the present study increases movie producers and exhibitors’ understanding of the effects of theatre atmospherics on WOM about the movie and leads to practical suggestions and implications. Originality/value – WOM is one of the key variables that can affect the profitability ofshort life-cycle products.To date, there was no evidence that atmospherics can influence WOM about a shortlife-cycle product. Keywords-Word of mouth, Attitudes, Emotions, Atmospherics, Motion pictures
To provide high quality services under conditions of crowding, it is important to understand the relationships between crowding and personal control. Indeed, in recent years, there has been growing belief that personal control is... more
To provide high quality services under conditions of crowding, it is important to understand the relationships between crowding and personal control. Indeed, in recent years, there has been growing belief that personal control is significant in coping with crowding. However, most studies have been of limited theoretical and practical value because they did not provide an integrated conceptualization of crowding. The results of a field study demonstrate that the personal control-crowding relationships depend on the individual’s crowding experience and the nature of personal control.
