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Abstract:
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The aim of this work is to analyze the emotional component of event attendance in order to
improve understanding of consumer behaviour in the context of event organisation as a place
marketing strategy. The study offers a two fold approach to the analysis of the emotional
aspects of event attendance. Firstly, emotions for the public attending the event are identified.
Secondly, from the dimensional approach, the validity of Mehrabian and Russell’s (1974) PAD
scale is analyzed to define emotions in terms of continuous dimensions, measuring approach
and avoidance responses in event attendance. |