ABSTRACT
This chapter looks at the consumption experience from a different and complementary angle and summarizes the knowledge which consumer behaviour researchers have compiled on the themes in recent decades. It examines the results of research studies on these themes in the field of arts and culture and discusses the practical implications of those results and suggests new relevant avenues for future research. Emotions are affective states which may be more or less enduring, more or less intense; they normally result from interaction with an object. The dimensional approach is a different way of addressing the problem of how to classify the full spectrum of human emotion. In contrast, the essence of an artistic product is to provoke emotions of many different kinds. In a nutshell, the experience of attending a show or visiting a museum consists of three interrelated elements which can influence the attitudes, emotions, mood, and, ultimately, the satisfaction felt by the consumer.
