Recollection Consistency of Festival Consumption Emotions

Abstract

In this study, the validity of a measure of festival consumption emotions and the recollection consistency of visitors’ emotional experiences at festivals over time and across settings was examined. Data were collected from festival visitors using an on-site and postvisit survey in Texas. It was found that measures of a six-dimensional product consumption emotions scale were valid and reliable for festival visitors over time. Despite some differences in the type and strength of emotional descriptors across the studies, festival visitors experienced moderate levels of positive emotions when asked to rate their affective states both during and after their visit. Our results demonstrate that respondents reported a higher intensity of positive emotions but reported a consistent intensity of neutral and negative emotions when asked to evaluate their emotions on-site during their festival visit. Based on these findings, we provide practical and theoretical insights and offer suggestions for future research.