Doctoral thesis of Philosophy: Passion, identity, and the model of Goal-Directed Behaviour in a classical music context

The aim of this research is to deepen insight into the social-psychological factors that influence the formation of a desire to attend classical music concerts and to better predict people’s positive behavioural responses towards live classical music performances. In so doing, the following three research objectives will be addressed: i) determine whether the inclusion of passion and identity will provide a more robust alternative to the MGB in a classical music context, ii) identify moderators that deepen theoretical underpinnings of the development of goal-directed marketing behaviours, and iii) enhance opportunities for marketing practitioners to foster positive behavioural responses by considering the factors that influence current classical music concert attendance.