Marketing to one: how arousal potential and consumer knowledge influence solo attendance

Solo consumers are increasing, driven by social and demographic shifts. More individuals are now considering solo consumption, such as attending wine festivals, film screenings, and music events alone. The expansion and economic significance of this segment warrants scholarly and managerial attention in strategic marketing. However, little is known about when and how individuals prefer solo consumption. This study focuses on advertising messages in the cultural events industry and reveals that low arousal potential messages (e.g., “relaxing”) increase solo attendance intentions more than high arousal potential messages (e.g., “exciting”), particularly among novice consumers. This effect is driven by greater anticipated enjoyment. Simple interventions are also proposed to enhance solo attendance intentions, even when high arousal potential messages are used.