Emotional

The visitor is not looking for anything in particular: they may be unsure what the museum offers, but want to know, or they may be looking for a surprise, or something out of the ordinary

The visitor hopes to learn more about their cultural history and place in their community

The museum represents a positive view of the recent past: good memories that can be relived during the visit

The visitor enjoys travelling back or forward in time to a experience a way of life that is unfamiliar but intriguing

The visitor is attracted by a personal connection that they share with the museum

The visitor yearns for emotional stimulation – for the museum to provoke positive or negative arousal