Our newsletterOne-off public stunts like flash mobs were tied more to brand attitude (0.33) than to purchase intent (0.21)
Experimental
- Reader Note:
- Survey of 344 mall shoppers at three malls in Jeddah, Saudi Arabia, May 2023; convenience sample, not random. Sensation marketing means one-time surprise activities in public places, such as flash mobs. 0.33 and 0.21 are standardized path coefficients: they show the relative strength of each link, not percentages or measured brand lift. Brand attitude is self-reported (“I like this brand”, “I am in favor of this brand”, “I am satisfied with this brand”). One of the four questions used to measure sensation marketing already asks whether out-of-home events change attitude toward a brand, which likely inflates this link.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- None
- Sample:
- Convenience sample of 450 customers from three malls in Jeddah; 370 responses returned, 344 valid questionnaires analyzed.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This was measured in one market. It may not hold where you are.
- The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
- The source talks about this as cause and effect — that is its reading, not a finding.
- The source says how much it looked at, but not how any of it was chosen.
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