Exploring the roles of self-concept and future memory at consumer events: the application of an extended Mehrabian-Russell model

This study aimed to extend Mehrabian and Russell's stimulus-organism-response (S-O-R) framework to consumer events. Physical environment and staff interaction were evaluated as stimuli which impact event attendees' self-concept and memory (organism), and lead to behavioral intention (response). Data were collected from the surveys completed by 449 attendees of Armada event. The findings confirmed the impact of physical environment on self-concept and memory, as well as the mediation effect of memory between self-concept and behavioral intention. The study is a pioneer in the application of an extended S-O-R framework with the inclusion of memory.