Final answer:
The goal is to craft a memorable and impactful reaction in individuals exposed to a service or event. This can be achieved through performances where the audience builds their own narratives, or psychological studies that manipulate emotions through the environment.
Step-by-step explanation:
The goal is to create a memorable and impactful reaction in the person(s) receiving the service, watching the service being delivered, or hearing about the service after the event has concluded. For instance, in a theatrical performance where no text is ever spoken, the audience engages in a unique form of storytelling. This type of experience caters to a wide audience and provides an opportunity for attendees to have distinct experiences upon multiple viewings, crafting their own narratives each time.
Similarly, the response in a psychological study, such as the one conducted by Schachter & Singer in 1962, where subjects were injected with a substance to elicit a physiological response, can be manipulated by the behaviors of those around them, such as a confederate displaying euphoria or anger. This can influence the participants' emotional response and interpretation of their own physiological state.
In essence, these services or events are designed with the intent of inducing an emotional and psychological reaction, whether it is joy, anger, excitement, or any other emotion. The reaction can be measured and analyzed for various purposes, including customer satisfaction, psychological research, or audience engagement.