Dance consumption and mood changes: Examining the role of gender and generational cohorts

Abstract

Purpose

This paper aims to analyze the relationship between watching dance and mood enhancement considering potential differences across gender and age brackets.

Design/methodology/approach

Exploratory research was undertaken through a personal survey, using a structured questionnaire on a large sample of young participants between 18 and 35 years old, split into generational cohorts (Millennials or Generation Y and Centennials or Generation Z). Quota sampling (gender and age) was the method used to select respondents.

Findings

Results show that after watching dance, more positive mood changes were observed in general. However, they were stronger among women and younger Millennials. These findings are important as they open a new area of study; show the effects of culture on people; and help design programming strategies to enlarge audiences.

Originality/value

The effects of specific forms of arts and cultural participation on people’s moods have been analyzed from a diversity of disciplines. In the case of dance, studies have tested this relation among practitioners (active participants) but not among viewers (attendees) as this paper does.

Citation

Cuadrado-García, M., Šerić, M. and Montoro-Pons, J.D. (2024), "Dance consumption and mood changes: Examining the role of gender and generational cohorts", Arts and the Market, Vol. 14 No. 2/3, pp. 112-128. https://doi.org/10.1108/AAM-01-2023-0002