Audience’s motivations to attend Classic Theatre : challenge or threat?

• Autor(a) principal: Gonçalves, Mafalda Bento Franco
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/26998
• topic: Self-identity; Self-manipulations; Willingness to attend; Hedonic experience; Classical Theatre; Popular Theatre; Stand-up comedy and sacrosanct values; Identidade individual; Manipulação de ego; Disposição para participar; Experiência hedónica; Teatro Clássico; Teatro Popular; Comédia de stand-up e valores sacrossantos; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Nowadays, it is getting harder to capture consumers’ attention. There are thousands of brands trying to be the first choice in the decision process. This task is even harder concerning to leisure events. The culture is an area difficult to get a connection with people. The arts live experiences have been somehow devalued. The big challenge is to make the culture a desired product, to take the art to those who would never consume it and get their interest. It is vital to understand the audience’s goals, their motivations to attend or not to, and then fulfill them. The present dissertation aims to identify the main perceptions in regards the experiences of different shows - Classic plays, Popular shows and Stand-Up Comedy, at intellectual, emotional, Values and immersion level (self-dimensions). It is an attempt to confirm that, when they have the selfthreatened, people are less interested in Classical plays, their perceptions are worsened and influenced by the mood. An online survey was run gathering 222 valid answers. Three conditions were randomly applied – control condition, affirmation and threat manipulations. In all cases, synopses of three different shows were presented, and respondents were asked to evaluate how their experience would be. The results’ analysis enabled a comparison between shows and within conditions towards identifying significant differences regarding the participants’ perceptions across all dimensions of self.