Pre-Concert Ritual Design and Audience Experiential Involvement in Classical Music Concert
Eun-Young Yang

Abstract
This study aims to propose and examine three basic models for Pre-Concert Rituals (PCRs) that might enhance the audience experience of classical music, as well as provide practical applications for arts marketing professionals. Thus, Experiment 1 examined the effect of audience experiential involvement resulting from pre-concert exposure of the audience to either the music (MUSIC PCR) or the musicians (MUSICIANS PCR) involved through a 10-minute video, while Experiment 2 examined the effect of high audience exposure to the music of a performance (H. MUSIC PCR) through repeated listening to recordings of the musical pieces prior to the concert performance itself. These findings show that concert experience can be enhanced through the facilitation of MUSICIANS PCR and H. MUSIC PCR, regardless of audiences’ expertise with classical music.

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