Predictability

In the following blog posts I will look at the predictability dimension of McDonaldization and relate it to the event design, event management and my experience of the PCMA European Influencers Summit;

The meaning of predictable is ‘happening or behaving in a way that you expect and not unusual or interesting’ (Cambridge Dictionary 2018a). This can be seen through McDonalds as all restaurants use the same ingredients and all food is packaged in identical packaging, all employees wear the same uniform and there are similarities in the way in which you collect your meal from the employees (Alfino et al. 1998). Through research it has been suggested that a major goal of the brain is to minimise the element of surprise (Friston 2009). This indicates that if something is predictable people will enjoy it more as the brain is settled and knows what to expect (Braem and Trapp 2017). This can help within the events industry as it can entice more people to attend your event again and again as they are aware of what to expect and find it              (Melvladr 2013)                   comfortable and settling to attend. This can be seen throughout all the PCMA events. The two video clips that will follow this post will show you two different PCMA events, but look for the similarities within them. The standard layout of the event and the entertainment that is on offer usually follows the same guidelines.