Research at Leeds Beckett
Harnessing the Buzz: Memory as Social Merchandise
Brands recognise the power of the collective experience, with many switching marketing budgets from mass media advertising to events and experiential marketing.
Events of all types have the intensity, and quite often the intention, to bring about personal transformation. Research in consumer behaviour, social psychology and the sociology of emotions provides insights into the process through which such transformations take place. However, the role of collective experience, group emotion and memory sharing within this process remains a fascinating area of events research and is the focus of this lecture.
Background: Emma Wood is Professor in Events & Experiential Marketing and research lead for the UK Centre for Events Management at Leeds Beckett University.