Lightening Effects on Hedonic Consumption in a Music Concert

It is the weekend, or holidays what is better to do than going to a music concert. Just for fun, to watch your favorite band playing or just to discover new styles or bands.

But what would make of this experience something unforgettable?

Hirshman and Holbrook (1983) have introduced the expression of “Hedonic Consumption” this kind of consumption is the expression of high level of satisfaction, emotional arousal and imagination. Thus, in our research we have decided to explore the effect of light shows associated to a musical performance (or in other terms; the visual effects in a musical show) on the hedonic experience lived by spectators. What we have discovered through several interviews about people experienced “Jean Michel Jarre” Music show in the “International Festival of Carthage” and the “IMANY” Music show in the “Jazz in Carthage by Ooredoo Festival” both held in Tunisia in 2013, was as following.

The quality of a music concert is perceived in its whole as Hirshman and Hilbrook mentioned it in 1983. But still, lightening effects can enhance the Hedonic Consumption characteristics:

Jean Michel Jarre in Carthage (2013)

Imany in Jazz à Carthage (2013)

·   When lights effects are creative, in coherence with the music and can be surprising in certain levels of the show. Spectators would feel more pleasure than in the case of random lightening effects.

·    On an emotional level, the more visual effects are intense the more people feel excitement.

· Lightening effects would activate for some spectator fantastic imagery, this is called multisensory images and are activated when the consumer remembers past actions or just like the case of “Jean Michel Jarre” concert, some people imagined that Aliens were watching them.

But in association to the visual show, it is imperative that the sound quality should be at a high level.

It seems a little late posting this article, but I do believe that it still important. 

In today post, I am tending to introduce myself and why have I chosen to create this Blog.

I like to qualify myself as an explorer, thus I haven’t much traveled in this world. But, I don’t mind living new experiences and discovering different things.

My name is wiem, a PhD Student living in Tunisia. During my study journey I have been introduced to different subjects, but I had a little attraction to business and commercial ones...pursuing my career I have discovered Marketing as a subtle and clever combination between different sciences (mathematics, statistics, psychology, sociology, design and art, etc.) So I have chosen to be more specialists in Marketing and have chosen to get a Master Degree in that area of studies. While working on my Master degree research project, I have stumbled on a specific Marketing domain called "Marketing of Arts" it was not techniques of marketing products but it was the universe of spreading Art around the world. That was like Alice finding the rabbit hole; the ability of practicing knowledge that I have collected through years on a field that inspires me a lot and that accompanied me during my studying nights, which is music. So as a starting point for my research career, I have done a Master dissertation, about lightening effects on hedonic consumption of a music concert. And I admit that I was extremely lucky, because at that time in Tunisia, there were no music bands associating lights shows to their music, everything was randomly done. Fortunately, there was "Jean Michel Jarre" who came to the "International Festival of Carthage" in 2013 and I have got the ability to ask people about their experience after that music show. 

Jean Michel Jarre in Tunisia 2013

The success of my Master Research inspired me to go further in research, to become an expert in the "Marketing of Arts" by making a thesis that would let me uncover event management issues, find solutions and transmit knowledge about how Art should be marketed to future generations of artists.

So here I am now, engaged in a 3 years Thesis Project about "Public Private Partnerships in the field of arts: festival management". The objective is to find the best solution to implicate private institutions in public events. Enhance the economic texture in Tunisia which is based on tourism and services. 

My next blog will be exposing my latest findings and explanations about my thesis project. Stay Tuned!

All toguether for a better artistic Tunisia!