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This study aims to explore the anticipated emotions of consumers and their anticipated perceived quality (PQ) of an exhibit, event or service that they are waiting to attend.

The study consists of a quantitative survey-based descriptive study of n = 470 real-world consumers from a waiting line at the Shark Reef exhibit in Mandalay Bay Resort and Casino, Las Vegas. Data is analyzed with fuzzy-set qualitative comparative analysis (fsQCA) to extrapolate causal conditions or recipes, for word of mouth (WOM) generation regarding the exhibit.

Recipes that influence positive WOM for an upcoming exhibit include: affect evaluation and affect expectations (AEXs) and affect evaluation, affect expectation, event entertainment and PQ.

By recognizing the need to optimize the customer waiting experience, services marketing managers can more successfully engage customers and influence their subsequent intentions.

Emotions regarding the anticipation of an upcoming event are critical to cultivating the intent to spread positive WOM.

The purpose of this research is to increase consumer safety by providing insights about the linkage between consumer knowledge, price perception and safety intentions. Drawing from the expanded societal view of marketing, this model aims to further understanding of the connection between consumer education and safety from a folk theories-of-mind perspective.

This paper utilizes a phased, mixed-methods and interdisciplinary approach which blends transportation research and marketing. First, a qualitative inquiry of 151 comments regarding child safety seats was conducted. Next, using the key themes and concepts, a quantitative model was derived and a proposed structural equation model on a sample of 217 respondents was tested.

Although consumers understand the importance of child safety seats and the ample potential harms associated with their misuse, this paper contributes to existing literature by showing that a high perceived price can offset potential experience with them, attitude toward them and future use of them.

Integrated marketing campaigns to increase safety practices regarding child safety can be framed from a “cost of a life” rather than a “cost of a seat” perspective.

This research contributes by highlighting the importance of perceived price as it weighs against safety in a quantitative model, showing that consumer education can increase usage intentions for critical products and offering a mixed-methods, interdisciplinary approach to reduce framing biases and address a topic of significant societal concern.